Wrigley's Juicy Fruit - twisting the way we look at advertising

Since the late 1980s, sales of Juicy Fruit chewing gum had been in decline in Australia. Wrigley’s decided to target teenagers, refocus on the brand and revitalise it with two new product flavours.

Wrigley's Juicy Fruit – twisting the way we look at advertising

EXECUTIVE SUMMARY

This case study is groundbreaking, going beyond the usual proofs of advertising effective-ness:

  1. It demonstrates cutting-edge advertising theory being successfully proven in the real world and shows a positive interrelationship between theories that have previously generated conflict within the industry.

  2. It showcases a new methodology for advertising research that goes beyond the barriers presented by a reliance on consumers' conscious testimony by measuring subconscious mental processes.

  3. By combining these two elements with more traditional effectiveness measures, it demonstrates a causal link from advertising exposure through both the...

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