The Wm. Wrigley Jr. Company is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, lollipops, and chocolate. The Company has global sales of nearly US $4.7 billion and distributes its world-famous brands in more than 180 countries. Three of these brands – Wrigley Spearmint®, Juicy Fruit®, and Altoids® – have heritages stretching back more than a century.
In January 2008, Wrigley’s leadership decided that it would be both more efficient and more cost effective to consolidate their brand strategy, design, and packaging work under one agency. Interbrand was selected to be the brand’s single global agency.
Wrigley was drawn to our network of global agencies and the ease in which these agencies collaborate and communicate due to Interbrand’s unique “one-firm” approach. It also cited our creative potential, regional presence to its key markets, cultural fit and chemistry, and our positive history with the brand.
Our main challenge was to ensure that Wrigley’s suite of brands captured a significant international presence. And with our category experience and capabilities to provide quick-to-market branding solutions, we would devote our expertise to projects, from the most minor to the most complex.
Our first project was adopting a new position and brand character for Wrigley’s iconic Juicy Fruit gum brand.
The focus on its unique and sweet taste and a childish package design skewed the brand too young – just below the high-value age group of 15 to 20-year-olds.
Our strategy team profiled the target consumer through shopper and consumer research. Based on our findings, Juicy Fruit adopted a new position and brand character – authentic, original, clever, and fresh. We created a new visual identity and package redesign to support the brand’s new personality.
Client testimonials praised our “fantastic end product” and our “professionalism, creativity, and problem solving.” Better yet, initial results from the early 2008 launch show that target consumers are responding positively to the new packaging.
With a number of other long-term and shot-term projects in the works, our relationship with Wrigley is already off to a flying start.