Wm. Wrigley Jr. Company: No Matter What campaign

This paper describes how the award winning "No Matter What" campaign successfully launched Orbit in the US, such that in 2004, the gross U.S.

Wm. Wrigley Jr. Company: No Matter What campaign

Candicc Mancini

OVERVIEW

In 2001, supported by a campaign titled "No Matter What," the Wm. Wrigley Jr. Company introduced its Orbit gum, long available in Europe, to the United States. Orbit was different from such Wrigley brands as Doublemint and Juicy Fruit in that it was sugar-free, and the introduction of Orbit in the United States occurred at a time of increasing emphasis on dental health. Wrigley, however, was not the first U.S. company to offer sugar-free gum, for competitor Trident had been sugar-free since the 1960s. In fact, Orbit...

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