Juicy Fruit 2001-2004

In the 1990s, Juicy Fruit was a struggling brand. It had failed to keep pace with new sugar free products and by 2001, it had a 4.3 percent share, well behind the market leaders Excel and Dentyne Ice.
Agency: BBDO CanadaAuthors: Michael McKean, Richard Parkinson, Len Willschick, John Whitham, Timothy Welsh, John Terry and James Ansley

Juicy Fruit 2001–2004

Advertiser: Wrigley Canada Awards: Sustained Success - Silver

EXECUTIVE SUMMARY

This is a case about reinventing a small, staid, old brand while staying true to its DNA. It's about more than doubling share—from 4.3% to 10.8%. It's about creative success and huge financial return.

This revitalization, from the product point of view, was founded on new line extensions. But they alone would not have solved Juicy Fruit's problem....

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