Investing in the health of the chewing gum market

Jhonnie Blampied

Advertising remains the only logical explanation for this brands meteoric rise in the market. (Perhaps that is not surprising when you consider that the chewing gum market tends to be impulse driven).

Investing in the Health of theChewing Gum Market

Jhonnie Blampied

 

THE DEVELOPMENT OF THE SUGAR FREE CATEGORY

This paper aims to show how advertising has contributed to the dramatic growth of the sugar free category and the chewing gum market overall.

It concerns two initiatives by The Wrigley Company:

1. Extra’s marketing.

2. Dental benefit marketing.

PART 1 - THE LAUNCH OF EXTRA

The sugar free market

Wrigleys were leading the sugar free market, and for many years Orbit was the only brand in the market. The category had been a small niche segment for many years. Although...

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