SIMPLE PLEASURES TO BRIGHTEN YOUR DAY
Wrigley, operating as a subsidiary of Mars Incorporated, has been selling chewing gum since 1893. What began as a local Chicago brand is now a global vendor of high-quality chewing gum. Today, Wrigley owns numerous brands of gum and candy, including Extra, Orbit, Doublemint, Skittles and Starburst.
COMMITMENT TO ORAL HYGIENE
Wrigley decided to launch a new product line called “Extra Professional Clean” to emphasize its commitment to oral hygiene. In order to maintain growth in China, they will need to understand more about “cleanness” and how to leverage it to engage with Chinese consumers.
WHAT DOES “CLEAN” MEAN IN CHINA?
We developed a study that used a combination of semiotics study, interviews, focus groups and home visits to better understand what “clean” means to the Chinese consumer. Summaries included sensory cues, language, iconography and other forms of communication that connoted cleanliness.
Using the information gleaned from the case study, Labbrand and Wrigley developed a comprehensive clean mouth campaign that would associate Wrigley’s chewing gum with oral hygiene. Through new research and association-building, consumers will now associate every chomp of chewing gum with a step toward better oral hygiene.