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

Paul Warwick

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...

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