Amazon recommendation: Doublemint Wrigley Gum (paid link)
Wrigley's Doublemint Twins were nominated as America's favorite advertising icons for Advertising Week's Madison Avenue Advertising Walk of Fame.
In 2005, Doublemint Twins fans could cast their vote to ensure that these advertising icons are remembered for generations.
Winners were be announced in Times Square on September 26, the first day of Advertising Week 2005.
Consistent with Wrigley's philosophy of communicating with consumers to create brand value and awareness, the unique Doublemint Twins were created to remind consumers of the double pleasure of Doublemint gum. The Doublemint Twins made their first television appearance in 1960 -- beginning an association with the brand that continues today.
In March 2005 Wrigley reintroduced the Doublemint Twins campaign in the United States with a fresh, fun and tongue-in-cheek look at all that's changed in the world since the original Doublemint Twins made their debut.
The Wrigley Company is a recognized leader in the confectionery field and the world's largest manufacturer and marketer of chewing gum, with global sales of more than four billion dollars.
Wrigley became one of the biggest and most iconic gum companies by pioneering clever marketing and innovative distribution methods. Some secrets that fueled their early gum sales success include:
- Free samples - Wrigley would send out free sample sticks of gum to start getting people hooked on chewing gum and associate it with the Wrigley brand. This built brand awareness.
- Mass distribution - In the early 1900s they created a nationwide network of independent distributors to get Wrigley gum products into many small stores across the country, driving accessibility.
- Affordable pricing - Wrigley gum sold for only a penny or nickel per pack, making it an affordable impulse buy within reach. This enabled chewing gum to become extremely widespread.
- Memorable jingles - Wrigley created catchy radio ad jingles like "Have a Wrigley gum, it lasts longer!" that stuck in people's heads and made the name recognizable. The jingles were some of advertising's earliest hits.
- Hygiene messaging - During WWII rationing, Wrigley advertised gum as a teeth cleaning agent and breath freshener with health upsides. This made gum more essential than just candy.
Through giveaways, distribution prowess, strategic pricing/positioning and unforgettable tunes, Wrigley made their gum nearly ubiquitous across America in the early 20th century while cementing their brand name as a powerhouse. The effects still benefit them today.