NEW YORK – Wrigley’s will soon look to segment the gum-chewing market yet again, this time targeting elderly consumers. Wrigley’s ongoing campaign has positioned its flagship brand as an option for smokers trapped in smoke-free environments. Now Wrigley marketers are planning to sell the 55-plus demographic on gum-chewing’s link to saliva promotion and cavity fighting, a notion that has been touted by Warner-Lambert’s Trident brand and Wrigley’s own Extra Sugar Free brand.
Copyright Adweek L.P. (1993)
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