Wrigley's Eclipse Gum: Managing Brand Adolescence

Abstract

Wrigley launched Eclipse gum in August 1999. In early 2000, Paul Chibe became senior marketing manager for Wrigley's breath freshening portfolio, which included Eclipse. With the disappointing first-year performance of the brand, Chibe needed to take action to turn Eclipse around. His task was to use the opinions from other Wrigley executives and from marketing research data to decide if Eclipse could be turned around or if it should be abandoned.

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

Citation

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