Wrigley's Eclipse Gum: Managing Brand Adolescence

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


After reading and analyzing the case, students should be able to:

  • Identify the most important variables that drive the success of consumer package goods brands

  • Interpret and use data from various types of marketing research to evaluate marketing mix strategies

  • Develop fact-based marketing recommendations



Lee, A., Merkley, G. and Bailey, B. (2017), "Wrigley's Eclipse Gum: Managing Brand Adolescence", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000418

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