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...