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sensations to consumers: a stronger impressive in terms of portfolio development, sensation of fresh breath, as well with the launch of 72 new products. as a longer lasting, icy cool taste. In Romania, the new Promotion Winterfresh is available in For Wrigley, everyone is a potential consumer. three flavours, all of them The company makes every effort to appeal to containing Ice Power: Original, the widest cross-section of the population and Icy Blast and Mountain Frost. through its excellent distribution and merchandising ensures the product is always Recent Developments within reach, when desired. Wrigley's chewing gum brands have been a Wrigley's marketing and promotional strategy refreshing part of everyday life for more than is to create demand Market 100 years.The spirit of innovation for its product One of the most famous Wrigley brands is It has been over 110 years since Wrigley that has made Wrigley through the use Winterfresh - a winter cool, unique mint gum. ® one of the of strong introduced its first two products, Juicy Fruit and The gum base of Winterfresh puts the "chew" in Wrigley's Spearmint® gum.Today,Wrigley brands world's consumer chewing gum, binding all the ingredients together best advertising, are sold in over 180 countries and its portfolio and creating a smooth, soft texture. Historically, of products includes dozens of innovative brands known and as well as gum base was derived from various natural best loved highly visible that provide consumers with a variety of resins, including sorva and jelutong. Some of benefits, including oral care, breath freshness, companies and these ingredients, however, have become scarce continues recognisable tooth whitening and vitamin delivery. in recent years, and new, synthetic, gum base The Wrigley Company is a recognised leader today, with in-store display solutions. materials have been developed.These new exciting new The Winterfresh brand can be further in the confectionery field and the world's largest materials allow for longer lasting flavour, improve manufacturer and marketer of chewing gum, products, new discovered by visiting the Winterfresh website the texture and reduce tackiness. markets and at www.coolbreathpower.com, where with global sales of more than US$ 4 billion. The new formula Winterfresh, launched in Today,Wrigley's international products new ideas. In consumers can lose themselves in a world of 2005, is particularly special.The icy cool 2005,Wrigley opened a US$ 45 million global wackiness.The site contains downloads for TV portfolio includes the following brands: ingredient - named “Ice Power” - offers new Spearmint, Doublemint, Big Red,Winterfresh, innovation centre in Chicago.The same year was commercials, songs, ring tones and more. Juicy Fruit, Extra, Freedent, Orbit, Eclipse, Hubba In Romania, the Winterfresh brand is Bubba, Big League Chew, Altoids, Airwaves, communicated mainly via TV and outdoor media, Cream Savers, Life Savers and Solano. Some of with launch campaigns for new products also these brands were created within the Wrigley being visible in the printed press. PR tools are Company, others entered Wrigley's portfolio as also used for new arrivals, which allow a more a result of acquisitions. personalised message to be developed. Winterfresh is a young brand of Wrigley, born in 1994, and is now one of the top gums for US BrandValues teens, also being available throughout Europe. William Wrigley, the founder of the Wrigley In Romania,Winterfresh was launched in 2000 Company, once said:“Even in a little thing like a and is now one of the top three gum products stick of gum, quality is important”.This on the local market after Orbit and Airwaves. philosophy is as important for the Wrigley Company now, as it was in 1891.The focus on Achievements quality and the spirit of innovation ensures The spirit of innovation that has made Wrigley Wrigley is always a winner with consumers. one of the world's best known and best loved Winterfresh is a young brand designed for companies continues today, with exciting new young spirits. Cool, desirable,Winterfresh is the products, new markets and new ideas.William best way to have fresh breath and increase self- Wrigley Jr., who took over the business in 1999, belief. Winterfresh is the mint-based gum that after his father's unexpected death, has managed teenagers and young adults choose to have in to turn around a company whose sales had hand when they need the freshest breath ever. stagnated and whose staff was steeped in The Winterfresh consumer is self-confident, conservative business practices. After having spontaneous, always getting the best out of life. introduced just a handful of products in the With Winterfresh it is easier to manage testing 1990s - one of them being Winterfresh - the moments and to step forward to face new company launched 72 new products in 2005, challenges. including cappuccino-flavoured gum and sour gummy Life Savers. It purchased Altoids mints, is thinking about the chocolate market and has already patented chewing gum for dogs. THINGSYOU DIDN'T KNOW ABOUT The Wrigley Company is always developing its lines of research in order to improve products. In in packaging design for Winterfresh, making use sponsor of the X-Games extreme sports Winterfresh Romania,Winterfresh was successfully re- of blue and white to suggest icy freshness and competition, the Winterfresh Network was launched during the autumn of 2005 with a new launched in September 2002, encouraging teens keeping very simple but dynamic lines.The At work, chewing gum helps us concentrate formula.The new Winterfresh contains a special to film, record for the radio, or design a print ad, overall look is decidedly more modern - a on the task in hand. Many truck drivers find ingredient, Ice Power, offering an icy-cool breath with the winning entries used as Winterfresh genuine product for twenty-first century people. that chewing gum helps them stay alert at the sensation and long lasting freshness. commercials. wheel These changes also brought History The Winterfresh re-launch in Romania in 2005 about a change (after five years since its launch) means a new The history of Winterfresh begins in era for this famous brand on the local market. Chewing gum retail sales in the US total more 1994, more than 100 years after the than US$ 2 billion annually.That means an Wrigley Company's foundation in Product average of more than 190 sticks of gum per 1891.With a name and taste all of The one thing Wrigley's products have in person every year its own,Winterfresh created an "icy common is the Wrigley promise of quality cool" craze when it was released in through innovation, excellent targeting of During the first six months of 2006, the US. Its unique and stylish advertising has consumers, consistent marketing support, as well Winterfresh chewing gum consumption in helped make it the number one chewing gum as extensive distribution and merchandising at Romania reached almost 141 tones (Source: among US teens. In addition to being a past the point of purchase. AC Nielsen) 140 141 sensations to consumers: a stronger impressive in terms of portfolio development, sensation of fresh breath, as well with the launch of 72 new products. as a longer lasting, icy cool taste. In Romania, the new Promotion Winterfresh is available in For Wrigley, everyone is a potential consumer. three flavours, all of them The company makes every effort to appeal to containing Ice Power: Original, the widest cross-section of the population and Icy Blast and Mountain Frost. through its excellent distribution and merchandising ensures the product is always Recent Developments within reach, when desired. Wrigley's chewing gum brands have been a Wrigley's marketing and promotional strategy refreshing part of everyday life for more than is to create demand Market 100 years.The spirit of innovation for its product One of the most famous Wrigley brands is It has been over 110 years since Wrigley that has made Wrigley through the use Winterfresh - a winter cool, unique mint gum. ® one of the of strong introduced its first two products, Juicy Fruit and The gum base of Winterfresh puts the "chew" in Wrigley's Spearmint® gum.Today,Wrigley brands world's consumer chewing gum, binding all the ingredients together best advertising, are sold in over 180 countries and its portfolio and creating a smooth, soft texture. Historically, of products includes dozens of innovative brands known and as well as gum base was derived from various natural best loved highly visible that provide consumers with a variety of resins, including sorva and jelutong. Some of benefits, including oral care, breath freshness, companies and these ingredients, however, have become scarce continues recognisable tooth whitening and vitamin delivery. in recent years, and new, synthetic, gum base The Wrigley Company is a recognised leader today, with in-store display solutions. materials have been developed.These new exciting new The Winterfresh brand can be further in the confectionery field and the world's largest materials allow for longer lasting flavour, improve manufacturer and marketer of chewing gum, products, new discovered by visiting the Winterfresh website the texture and reduce tackiness. markets and at www.coolbreathpower.com, where with global sales of more than US$ 4 billion. The new formula Winterfresh, launched in Today,Wrigley's international products new ideas. In consumers can lose themselves in a world of 2005, is particularly special.The icy cool 2005,Wrigley opened a US$ 45 million global wackiness.The site contains downloads for TV portfolio includes the following brands: ingredient - named “Ice Power” - offers new Spearmint, Doublemint, Big Red,Winterfresh, innovation centre in Chicago.The same year was commercials, songs, ring tones and more. Juicy Fruit, Extra, Freedent, Orbit, Eclipse, Hubba In Romania, the Winterfresh brand is Bubba, Big League Chew, Altoids, Airwaves, communicated mainly via TV and outdoor media, Cream Savers, Life Savers and Solano.

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