Wrigley Romania continues to message of the ad is based around getting the place great emphasis on candy at all costs.The product slogan expresses innovation and is busy developing the same idea found in the commercials: "Juicy new segments of the market. Fruit - Go gEt iT!” Research conducted in Romania over the past three years showed BrandValues the huge business potential of the Wrigley's guiding concept is expressed in a few candies market. Having a brand words: "Even in small things, quality is important!" for, so he began marketing it under his own name as strong basis - Juicy Fruit - and important These values form the foundation for the way name. His first two brands were Lotta and Vassar. support in marketing and merchandising, ® the brand conducts business - the Wrigley Way. Juicy Fruit gum came next, in 1893, and Romania became the first country in the world Wrigley's Spearmint® gum was introduced later to pioneer Wrigley's Juicy Fruit William Wrigley Jr., who took over the that same year. candy.The launch took place in business in 1999, after his father's unexpected Today,Wrigley's international product first few months of 2006 and so death, has managed to turn around a company portfolio includes the following brands: far Juicy Fruit has enjoyed much whose sales had stagnated and whose staff was Spearmint, Doublemint, Big Red,Winterfresh, success, with the development steeped in the ultra-conservative practices of his Juicy Fruit, Extra, Freedent, Orbit, Eclipse, Hubba contributing to the strengthening father.At the age of 35 years old, Mr.Wrigley set Bubba, Big League Chew, Altoids, Airwaves, of Wrigley's position as candy out to reinvent an iconic company. Since then, Cream Savers, Life Savers and Solano. market leader and confectionary Mr.Wrigley has transformed the company from Wrigley Romania's portfolio includes chewing market leader. Treating every individual with trust, dignity the cautious purveyor of Doublemint and Juicy gum brands (Orbit, Airwaves,Winterfresh and and respect Fruit into one of the fastest-growing publicly Hubba Bubba) as well as non-gum products Creating an environment where people from traded food companies. For the first time in Promotion (Orbit Drops, Solano and Juicy Fruit). Always diverse cultures and backgrounds work decades,Wrigley is buying competitors, taking on US troops and enhance the reputation of the In the very early days,William Wrigley Jr. trying to bring novelties to its consumers, together effectively debt and pouring money into research. After company's brands. Because of wartime rationing, personally did much of the sales work. He had a Wrigley Romania frequently launches new introducing few products in the 1990s, the Wrigley could not make enough top-quality gum gift for seeing his customers' point of view and Having the courage to take measured risks products, new flavours, and new package designs. company launched 72 in 2005 alone, including to meet demand. So, rather than compromise Acting with a sense of urgency without Market accommodating himself to their needs. As the cappuccino-flavored gum and sour gummy Life the high quality that people expected, the company grew, Mr.Wrigley showed an sacrificing excellence Recent Developments The Wm.Wrigley Jr. Company is the recognized Savers. It purchased Altoids mints, is thinking company took Wrigley's Spearmint, Doublemint unusual knack for inspiring Fostering a spirit of innovation in all areas of and Juicy Fruit off the civilian market and leader in the confectionery field and the world's about entering the chocolate market and has The Wm.Wrigley Jr. Company has enthusiasm in the people who the business largest manufacturer and marketer of chewing patented chewing gum for dogs. dedicated the entire output of these brands to achieved growth through both worked with him. Striving for effective communication that gum.The company was founded in 1891 and has Wrigley Romania contributes to global the US Armed Forces. During its absence from internal development and Mr.Wrigley was also results in teamwork, shared knowledge and been publicly traded on the NewYork and success of the Wm.Wrigley Jr. Company.The the market, Philip Wrigley made sure the Wrigley strategic acquisitions.To gain a one of the pioneers in Midwest Stock Exchanges since 1923.Wrigley's local company is consolidating its very strong brands stayed in the minds of consumers by ideas sustainable global competitive the use of advertising products are sold in over 180 countries. In each position on the local market with every passing running the "Remember this Wrapper" ad advantage, the company pursues to promote the sale Making extraordinary efforts to attract, geographic region, the main goal is to deliver the day. Identifying the best local business campaign. excellence in execution, of branded identify, recruit and retain the very best quality synonymous with the Wrigley name while opportunities and trends,Wrigley Romania sees In Romania, some of Wrigley's brands were innovation, development, merchandise. He saw that people for every job tailoring flavours and products to address the yearly increases in turnover, profits and sales unofficially traded during the communist era. worldwide distribution and consumer acceptance of Wrigley's Pursuing lifelong learning and personal tastes and needs of local consumers.Wrigley has volumes.The figures for 2005 show a 19% Wrigley Romania was founded in 1992, the sole merchandising. gum could be built faster by telling people development ®® production facilities in thirteen countries, offices increase in turnover and sales volumes up 14% company importing and distributing Wrigley Brands like Doublemint , Big Red , about the benefits of the product through Encouraging individual leadership, in nearly three-dozen countries and over 14,000 in comparison to the previous year. products in the country. One of the very early Winterfresh®® , Extra , Eclipse ® , Freedent ® , Hubba newspaper and magazine ads, outdoor posters responsibility and accountability employees worldwide.The Wm.Wrigley Jr. Wrigley Romania has now a team made up of successes was Orbit chewing gum, which is now ®® ® Bubba , Orbit and Excel continue to generate and other forms of advertising.Then, as more Demanding high standards of ethical Company has been represented in Romania 175 employees.The company ranked third in the leading chewing gum brand on the local excitement in the gum category.At the same and more consumers began to ask for and buy behaviour from the company itself since 1992 by Wrigley Romania Produse 2005 in terms of the most competitive market. Ever since, the company has time,Wrigley has taken the opportunity to Wrigley's chewing gum in the stores, the Developing long-term relationships for Zaharoase S.R.L., the unique importer of companies, based upon the staff salary packages continuously developed its portfolio, trying to create new confections under these well-loved storekeeper would naturally want to keep a mutual growth and profitability. Wrigley's products on the local market.Wrigley on offer. identify the growth sectors and to fulfil the brands, including mints, breath strips and candies. sufficient supply of Wrigley brands in stock. Romania is the leader of the Romanian Wrigley Romania is the regional coordination wishes of consumers. In this way,Wrigley has In addition to internal product development, Wrigley's basic marketing and promotional confectionery market, having a portfolio made office for the East Balkans region.This managed to become the Romanian leader in the the Wrigley Company is diversifying into new strategy is to “pull” the product into retail stores THINGSYOU DIDN'T KNOW ABOUT up of both chewing gum and non-gum products coordination comes from the Bucharest-based confectionary market. kinds of confections through acquisition. Brands with strong consumer demand, a demand and holding a particularly powerful position on office and covers Romania, Macedonia, Bulgaria, such as Altoids®® , Life Savers , Creme Savers ® , Pim further bolstered by advertising. Since almost WRIGLEY both markets. It boats a 96% share of the gum Kosovo and Albania. Product Pom®® and Solano provide consumers with a everyone is a potential Wrigley consumer, the market and 27% of the candy market (Source: At the end of the nineteenth century, there were range of fun, delicious products in numerous ads have to have as broad an appeal as possible. The ancient Greeks chewed gum-like AC Nielsen, June 2006). History at least a dozen chewing gum companies in the forms and flavours. From mints to candies and The most famous Wrigley ad campaign of all substance called mastic that came from the William Wrigley Jr. came to Chicago from US, but the industry was relatively undeveloped. lollipops, these products help Wrigley reach time is, of course, the Doublemint Twins.The bark of a particular tree Achievements Philadelphia in the spring of 1891. He was 29 Mr.Wrigley decided that chewing gum was the consumers of all ages around the world and are concept for this "double image" dates back to Wrigley's brands of chewing gum have been a years old, had US$ 32 in his pocket and product with the potential he had been looking a wonderful complement to Wrigley's great- the late 1930s. One radio program sponsored by The Wrigley Company has nineteen refreshing part of everyday life for more than unlimited enthusiasm and energy. He also had tasting gum products. Wrigley, for example, included double piano manufacturing factories worldwide: five in 100 years.The spirit of innovation that has made great talent as a salesman. One day, in 1892, Mr. players, double violinists and double-talking North America, six in Europe, one in Africa, Wrigley one of the world's best-known and Wrigley got the idea of offering two packages of comedians in the line-up. two in India and five in Asia, the Pacific region best-loved companies continues today, with chewing gum along with each can of baking The company's billboard campaign during that exciting new products, new markets and new powder he was trying to sell.The offer was a time was created by Otis Shepard, the Wrigley To grow all the mint,Wrigley’ needs for its ideas. huge success, and the cans of baking powder Company's art director from 1932 until 1962. mint-flavoured gums would take 53 square sold like hot cakes.The free gift - the chewing Mr. Shepard's distinctive airbrush techniques and miles of farmland - 30,550 football fields! gum - seemed more appealing than the product simple, clear designs were well-suited for it was supposed to promote, a business lesson outdoor advertisements and have become icons The “chew” in chewing gum is all down to the that he took careful note of. It has been over in the field of commercial art. gum base, which was historically created 110 years since Wrigley introduced its first In the twenty-first century, centres of through a mixture of various natural resins. products.Today,Wrigley's product portfolio expertise coordinate Wrigley's global promotion, Due to the scarcity of some of these resins, it includes dozens of innovative brands that which can then be adapted for local markets has become necessary to develop synthetic provide consumers with a variety of benefits, according to each country's culture, specific materials that are all combined to create a including breath freshness, tooth whitening and requirements and the available marketing budget. smooth, chewy texture.Wrigley still uses vitamin delivery. With the launch of Juicy Fruit candy,Wrigley certain natural ingredients to make its gum During World War II, company president Romania made its first step into the production base, one of which being Rosin, extracted from Philip Wrigley made an unusual move to support of local TV commercials. Entitled “The Race”, the pine trees
142 143 Wrigley Romania continues to message of the ad is based around getting the place great emphasis on candy at all costs.The product slogan expresses innovation and is busy developing the same idea found in the commercials: "Juicy new segments of the market. Fruit - Go gEt iT!” Research conducted in Romania over the past three years showed BrandValues the huge business potential of the Wrigley's guiding concept is expressed in a few candies market. Having a brand words: "Even in small things, quality is important!" for, so he began marketing it under his own name as strong basis - Juicy Fruit - and important These values form the foundation for the way name. His first two brands were Lotta and Vassar. support in marketing and merchandising, ® the brand conducts business - the Wrigley Way. Juicy Fruit gum came next, in 1893, and Romania became the first country in the world Wrigley's Spearmint® gum was introduced later to pioneer Wrigley's Juicy Fruit William Wrigley Jr., who took over the that same year. candy.The launch took place in business in 1999, after his father's unexpected Today,Wrigley's international product first few months of 2006 and so death, has managed to turn around a company portfolio includes the following brands: far Juicy Fruit has enjoyed much whose sales had stagnated and whose staff was Spearmint, Doublemint, Big Red,Winterfresh, success, with the development steeped in the ultra-conservative practices of his Juicy Fruit, Extra, Freedent, Orbit, Eclipse, Hubba contributing to the strengthening father.At the age of 35 years old, Mr.Wrigley set Bubba, Big League Chew, Altoids, Airwaves, of Wrigley's position as candy out to reinvent an iconic company. Since then, Cream Savers, Life Savers and Solano. market leader and confectionary Mr.Wrigley has transformed the company from Wrigley Romania's portfolio includes chewing market leader. Treating every individual with trust, dignity the cautious purveyor of Doublemint and Juicy gum brands (Orbit, Airwaves,Winterfresh and and respect Fruit into one of the fastest-growing publicly Hubba Bubba) as well as non-gum products Creating an environment where people from traded food companies. For the first time in Promotion (Orbit Drops, Solano and Juicy Fruit). Always diverse cultures and backgrounds work decades,Wrigley is buying competitors, taking on US troops and enhance the reputation of the In the very early days,William Wrigley Jr. trying to bring novelties to its consumers, together effectively debt and pouring money into research. After company's brands. Because of wartime rationing, personally did much of the sales work. He had a Wrigley Romania frequently launches new introducing few products in the 1990s, the Wrigley could not make enough top-quality gum gift for seeing his customers' point of view and Having the courage to take measured risks products, new flavours, and new package designs. company launched 72 in 2005 alone, including to meet demand. So, rather than compromise Acting with a sense of urgency without Market accommodating himself to their needs. As the cappuccino-flavored gum and sour gummy Life the high quality that people expected, the company grew, Mr.Wrigley showed an sacrificing excellence Recent Developments The Wm.Wrigley Jr. Company is the recognized Savers. It purchased Altoids mints, is thinking company took Wrigley's Spearmint, Doublemint unusual knack for inspiring Fostering a spirit of innovation in all areas of and Juicy Fruit off the civilian market and leader in the confectionery field and the world's about entering the chocolate market and has The Wm.Wrigley Jr. Company has enthusiasm in the people who the business largest manufacturer and marketer of chewing patented chewing gum for dogs. dedicated the entire output of these brands to achieved growth through both worked with him. Striving for effective communication that gum.The company was founded in 1891 and has Wrigley Romania contributes to global the US Armed Forces. During its absence from internal development and Mr.Wrigley was also results in teamwork, shared knowledge and been publicly traded on the NewYork and success of the Wm.Wrigley Jr. Company.The the market, Philip Wrigley made sure the Wrigley strategic acquisitions.To gain a one of the pioneers in Midwest Stock Exchanges since 1923.Wrigley's local company is consolidating its very strong brands stayed in the minds of consumers by ideas sustainable global competitive the use of advertising products are sold in over 180 countries. In each position on the local market with every passing running the "Remember this Wrapper" ad advantage, the company pursues to promote the sale Making extraordinary efforts to attract, geographic region, the main goal is to deliver the day. Identifying the best local business campaign. excellence in execution, of branded identify, recruit and retain the very best quality synonymous with the Wrigley name while opportunities and trends,Wrigley Romania sees In Romania, some of Wrigley's brands were innovation, development, merchandise. He saw that people for every job tailoring flavours and products to address the yearly increases in turnover, profits and sales unofficially traded during the communist era. worldwide distribution and consumer acceptance of Wrigley's Pursuing lifelong learning and personal tastes and needs of local consumers.Wrigley has volumes.The figures for 2005 show a 19% Wrigley Romania was founded in 1992, the sole merchandising. gum could be built faster by telling people development ®® production facilities in thirteen countries, offices increase in turnover and sales volumes up 14% company importing and distributing Wrigley Brands like Doublemint , Big Red , about the benefits of the product through Encouraging individual leadership, in nearly three-dozen countries and over 14,000 in comparison to the previous year. products in the country. One of the very early Winterfresh®® , Extra , Eclipse ® , Freedent ® , Hubba newspaper and magazine ads, outdoor posters responsibility and accountability employees worldwide.The Wm.Wrigley Jr. Wrigley Romania has now a team made up of successes was Orbit chewing gum, which is now ®® ® Bubba , Orbit and Excel continue to generate and other forms of advertising.Then, as more Demanding high standards of ethical Company has been represented in Romania 175 employees.The company ranked third in the leading chewing gum brand on the local excitement in the gum category.At the same and more consumers began to ask for and buy behaviour from the company itself since 1992 by Wrigley Romania Produse 2005 in terms of the most competitive market. Ever since, the company has time,Wrigley has taken the opportunity to Wrigley's chewing gum in the stores, the Developing long-term relationships for Zaharoase S.R.L., the unique importer of companies, based upon the staff salary packages continuously developed its portfolio, trying to create new confections under these well-loved storekeeper would naturally want to keep a mutual growth and profitability. Wrigley's products on the local market.Wrigley on offer. identify the growth sectors and to fulfil the brands, including mints, breath strips and candies. sufficient supply of Wrigley brands in stock. Romania is the leader of the Romanian Wrigley Romania is the regional coordination wishes of consumers. In this way,Wrigley has In addition to internal product development, Wrigley's basic marketing and promotional confectionery market, having a portfolio made office for the East Balkans region.This managed to become the Romanian leader in the the Wrigley Company is diversifying into new strategy is to “pull” the product into retail stores THINGSYOU DIDN'T KNOW ABOUT up of both chewing gum and non-gum products coordination comes from the Bucharest-based confectionary market. kinds of confections through acquisition. Brands with strong consumer demand, a demand and holding a particularly powerful position on office and covers Romania, Macedonia, Bulgaria, such as Altoids®® , Life Savers , Creme Savers ® , Pim further bolstered by advertising. Since almost WRIGLEY both markets. It boats a 96% share of the gum Kosovo and Albania. Product Pom®® and Solano provide consumers with a everyone is a potential Wrigley consumer, the market and 27% of the candy market (Source: At the end of the nineteenth century, there were range of fun, delicious products in numerous ads have to have as broad an appeal as possible. The ancient Greeks chewed gum-like AC Nielsen, June 2006). History at least a dozen chewing gum companies in the forms and flavours. From mints to candies and The most famous Wrigley ad campaign of all substance called mastic that came from the William Wrigley Jr. came to Chicago from US, but the industry was relatively undeveloped. lollipops, these products help Wrigley reach time is, of course, the Doublemint Twins.The bark of a particular tree Achievements Philadelphia in the spring of 1891. He was 29 Mr.Wrigley decided that chewing gum was the consumers of all ages around the world and are concept for this "double image" dates back to Wrigley's brands of chewing gum have been a years old, had US$ 32 in his pocket and product with the potential he had been looking a wonderful complement to Wrigley's great- the late 1930s. One radio program sponsored by The Wrigley Company has nineteen refreshing part of everyday life for more than unlimited enthusiasm and energy. He also had tasting gum products. Wrigley, for example, included double piano manufacturing factories worldwide: five in 100 years.The spirit of innovation that has made great talent as a salesman. One day, in 1892, Mr. players, double violinists and double-talking North America, six in Europe, one in Africa, Wrigley one of the world's best-known and Wrigley got the idea of offering two packages of comedians in the line-up. two in India and five in Asia, the Pacific region best-loved companies continues today, with chewing gum along with each can of baking The company's billboard campaign during that exciting new products, new markets and new powder he was trying to sell.The offer was a time was created by Otis Shepard, the Wrigley To grow all the mint,Wrigley’ needs for its ideas. huge success, and the cans of baking powder Company's art director from 1932 until 1962. mint-flavoured gums would take 53 square sold like hot cakes.The free gift - the chewing Mr. Shepard's distinctive airbrush techniques and miles of farmland - 30,550 football fields! gum - seemed more appealing than the product simple, clear designs were well-suited for it was supposed to promote, a business lesson outdoor advertisements and have become icons The “chew” in chewing gum is all down to the that he took careful note of. It has been over in the field of commercial art. gum base, which was historically created 110 years since Wrigley introduced its first In the twenty-first century, centres of through a mixture of various natural resins. products.Today,Wrigley's product portfolio expertise coordinate Wrigley's global promotion, Due to the scarcity of some of these resins, it includes dozens of innovative brands that which can then be adapted for local markets has become necessary to develop synthetic provide consumers with a variety of benefits, according to each country's culture, specific materials that are all combined to create a including breath freshness, tooth whitening and requirements and the available marketing budget. smooth, chewy texture.Wrigley still uses vitamin delivery. With the launch of Juicy Fruit candy,Wrigley certain natural ingredients to make its gum During World War II, company president Romania made its first step into the production base, one of which being Rosin, extracted from Philip Wrigley made an unusual move to support of local TV commercials. Entitled “The Race”, the pine trees
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