US gum and confectionery giant Wrigley is ramping up marketing spend on its disappointing Altoids and Life Savers brands.
The Chicago-headquartered company paid Kraft Foods $1.5 billion (€1.23bn; £856m) for the mints and candies brands in 2004 [WAMN: 17-Nov-04] but ceo Bill Wrigley Jr says they had received "limited marketing and innovation support" before and since the acquisition.
ACNielsen data shows Altoids sales have fallen 17% since Wrigley's ownership, while Life Savers have dropped 8% and Creme Savers have plunged 33%.
Credit Suisse analyst Rob Moskow believes the world's biggest gum maker will have up spending on the trio by a minimum of $10 million. Annual sales total around $400m.
Comments Wrigley spokeswoman Jessica Schiller: "We are adding brand support at more significant levels to regain awareness and presence of these brands."
Data sourced from AdAge.com; additional content by WARC staff