Can a new ad campaign and focus on mindfulness help Mars Wrigley bring back the popularity of chewing gum?

  • Mars Wrigley is investing millions of dollars in an international ad campaign to revive gum sales
  • The company is promoting its Orbit and Extra gum brands as a tool for mindfulness and mental wellness
  • Global gum sales fell during the pandemic but are expected to recover in 2023
  • Mars Wrigley is also focusing on increasing online gum sales and exploring gum subscription products

Mars Wrigley is making a significant investment in an international ad campaign to restore the declining sales of chewing gum. Instead of traditional promises like fresh breath or great taste, the company is promoting its Orbit and Extra gum brands as a tool for mindfulness and mental wellness. Gum sales have been negatively impacted by the pandemic, but market research firm Euromonitor predicts a recovery in 2023. Mars Wrigley is also aiming to increase online gum sales and explore gum subscription products. Can these efforts help bring back the popularity of chewing gum?·

Factuality Level: 3
Factuality Justification: The article provides a detailed overview of Mars Wrigley’s marketing strategy for its gum brands, including the shift towards promoting mindfulness. It includes statistics on gum sales and industry trends. However, the article lacks diverse perspectives and critical analysis, presenting the information mainly from Mars Wrigley’s point of view without addressing potential drawbacks or challenges in the strategy. The article also contains some subjective language and lacks in-depth analysis of the broader impact of the marketing campaign.·
Noise Level: 3
Noise Justification: The article provides a detailed analysis of the challenges faced by the gum industry, the strategies adopted by companies like Mars Wrigley, Mondelez, and Hershey’s, and the shifting consumer trends. It includes data on gum sales, market forecasts, and insights from industry experts. The article stays on topic and supports its claims with evidence and examples. However, some information may be repetitive and not directly relevant to the main focus of the article.·
Public Companies: Mars Wrigley (null), Mondelez International (null), Hershey’s (null)
Private Companies: Perfetti Van Melle
Key People: Rankin Carroll (Chief Brand Officer at Mars Wrigley), Nicholas Fereday (Food and Consumer Trends Analyst at Dutch bank Rabobank), Lynn Dornblaser (Director of Innovation and Insight at Mintel Group), Dirk Van de Put (Chief Executive and Chairman at Mondelez International)

Financial Relevance: Yes
Financial Markets Impacted: The article discusses the decline in gum sales and the efforts of Mars Wrigley to revive the gum market. It mentions the impact of the pandemic on gum sales and the strategies of other companies in the industry. This information could be relevant to investors in the food and consumer goods sector.
Financial Rating Justification: The article provides information about the financial performance of the gum industry and the strategies of Mars Wrigley and other companies in response to market trends. This information could be of interest to investors in the food and consumer goods sector.·
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: ·

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