Wrigley readies new ads to freshen sales

Thompson, Stephanie
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, p4
Trade Publication
This article reports on a decision by Wm. Wrigley Jr. Co. to freshen its television advertising and make its first foray into Web Marketing in an attempt to revitalize sales, as of October 1999. The strategy paid off two years ago for the sugarless brand of Wrigley, Extra, and more recently for its Juicy Fruit brand, which returned to growth when the company restored television advertising. Wrigley last year spent $123 million in measured media for all of its brands, according to Competitive Media Reporting, a budget that will rise due to the new efforts. Big Red will be the next in line for concentrated television efforts with the January 2000 launch of an estimated $10 million campaign. The initiative expand on the teen targeted Gotta Have Sweet campaign of BBDO, taking it to a new level of interaction by offering the Web-savvy target the chance to surf for prizes through December 12.


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