Labbrand conducted in-depth consumer insights research to uncover the concept of “clean” in the Chinese context for Wrigley’s new product line, Extra Professional Clean. Through semiotics, interviews, focus groups, and home visits, Labbrand identified sensory cues and communication forms associated with cleanliness. This market research in China empowered Wrigley to develop a compelling clean-mouth campaign, forging a strong association between Wrigley’s chewing gum and oral hygiene.

Challenge

Wrigley recognized the importance of maintaining growth in China and sought to leverage the concept of “clean” to engage with Chinese consumers. To achieve this, they needed a deep understanding of what “clean” meant to Chinese consumers and how it could be linked to oral hygiene. The challenge was to uncover the cultural and perceptual dimensions of cleanliness in the Chinese context and translate that into an effective campaign strategy.

Solution

Labbrand designed a consumer insights research study that employed semiotics, interviews, focus groups, and home visits to delve into the meaning of “clean” for Chinese consumers. Wrigley’s market research in China focused on identifying sensory cues, language, and iconography associated with cleanliness. By analyzing these elements, Labbrand and Wrigley gained valuable insights into how to position Wrigley’s chewing gum as a contributor to oral hygiene.

Results

Labbrand’s consumer insights research enabled Wrigley to launch a successful clean-mouth campaign in China. By leveraging the market research findings, Wrigley effectively linked their chewing gum to oral hygiene in the minds of Chinese consumers. Each bite of Wrigley’s gum became a step towards improved oral health. The campaign not only communicated Wrigley’s commitment to oral hygiene but also bolstered the brand’s presence in the Chinese market.