Magazine article Marketing

Adwatch: Wrigley's Orbit Complete - 'Fighting Invisible Plaque'

Magazine article Marketing

Adwatch: Wrigley's Orbit Complete - 'Fighting Invisible Plaque'

Article excerpt

Brands that enjoy monopolies get lazy.

They put innovation on the back burner, set prices as they please and create dreary, generic communications. That is, of course, until a successful competitor from abroad recognises a sitting duck and piles into the market.

And so it is with Wrigley, which was, until recently, the uncontested heavyweight champion of the UK gum market. With a consistent share of more than 80%, it did exactly as it pleased, not least, it seemed to me, making some of the most forgettable advertising in history - a cross that one of Britain's greatest agencies bore with admirable stoicism.

Then Trident arrived and destroyed Wrigley's cosy little world. Trident delivered what I think is a better product that remains softer for longer, with better flavours. It uses innovative packaging and potent, if not universally loved, communications. In the 18 months since its launch, Trident has taken a 10% share out of Wrigley's monopoly, and delivered the brand a much needed wake-up call. …

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