Wrigley's is a company founded in 1891 that originally sold soap and baking powder and now sells gum worldwide. It produces 22 gum brands including Airwaves, their smallest brand. Airwaves gum was featured in the video game Tom Clancy's Splinter Cell: Chaos Theory and sponsored a British Touring Car Championship team from 2009-present. Recent Airwaves advertising campaigns have focused on keeping breath fresh using emotional stories and taglines like "it's definitely not your breath".
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1. Wrigley's
"KICK UP A GEAR®"
When you need to step up to the challenge, KICK UP A GEAR® with Wrigley’s Airwaves,
with its unique invigorating ‘kick’. Just get in the right state of mind and you can exceed
the limits of what you thought possible.
2. History
The William Wrigley Jr. Company is a company
headquartered in the GIC (Global Innovation Centre)
in Goose Island, Chicago, Illinois. The company was
founded on April 1, 1891, originally selling products
such as soap and baking powder.
In 1892, William Wrigley, Jr., the company's founder,
began packaging chewing gum with each can of
baking powder.
3. Current
The company currently sells its products in more than
180 countries and districts and maintains 140 factories
in various countries and districts, including the United
States, Mexico, Australia, the United Kingdom,
Canada, Spain, New Zealand, the Philippines, Czech
Republic, Germany, South Africa, Argentina, Tanzania,
Tunisia, Somalia, North Korea , France, Kenya, China,
India, Taiwan, Poland, and Russia.
4. AIRWAVES
Airwaves is just one of the 22 chewing gum brands
Wrigley’s produces. Airwaves however is the smallest
of the bunch.
FILMS: The chewing gum was featured in Tom
Clancy's Splinter Cell: Chaos Theory several times,
with Sam Fisher, the game's main protagonist, eating
from a clearly displayed pack in the first mission
cutscene, and clearly visible next to a radio in another
cutscene, suggesting that Fisher may be a fan of the
gum
5. Sponsorship:
Wrigley's Airwaves announced in March 2009 that it is
to sponsor leading British Touring Car Championship
team Motorbase Performance, running under the
name Airwaves BMW.
6. Product Analysis
They have used a range of colours on the packaging
but the colours are white washed so they don’t look to
colourful.
In a recent campaign advert they used an emotional
target for the gum. The ‘Never Not Fresh’ campaign
will launch on 16 June and tells the story of an abrupt
end to a budding romance thanks to the smell of the
female character’s household pets. The ad’s tagline is
‘it’s definitely not your breath’.
