How Mars used behavioral economics to revive a near-dead brand

Wrigley Extra, a gum brand owned by Mars, reversed a long-standing sales decline through compelling stories and enhanced creativity.

The brand barely had a pulse.

Extra Gum was born 35 years ago, birthed as the Wrigley Co.’s first sugar-free product, boosted by its reliance on a new NutraSweet additive that was presumed to be safer and less bitter than the other brands in the...