Wrigley's Rise to Gum Supremacy: A Story of Savvy Marketing and American Ingenuity

In 1941, Wrigley's ad campaign showcased their iconic chewing gum, but little did they know that its success would be built upon a foundation of misfortune. A burnt-down factory and significant losses in advertising nearly derailed the company's rise to prominence. However, William Wrigley Jr.'s innovative approach to marketing and his experience as a drummer allowed him to adapt and thrive.

Wrigley's initial focus on retailers rather than consumers was reflective of his background as a drummer, which taught him the importance of building relationships with key dealers. He recognized that in order to get his gum to consumers, he needed to hook dealers with attractive offers, such as display cases or coffee grinders. This savvy approach helped Wrigley's gum stand out and become the main attraction alongside his baking powder.

Interestingly, Wrigley didn't initially set out to create chewing gum. Instead, he used it as a premium item to promote his baking powder, which was gaining popularity in the early 1890s. As his soap sales began to decline, Wrigley turned to advertising and marketing to revitalize his business. His experience peddling soap throughout New England at just 13 years old and later selling rubber stamps, newspapers, and soap in Chicago laid the groundwork for his future success.

Wrigley's company grew into a gum powerhouse by capitalizing on made-up, quintessentially American ailments that required chewing gum as a solution. As Daniel Robinson explains, Wrigley's marketing strategy was built upon its unique position at the intersection of business and popular culture. The company's strength lay in its ability to adapt and innovate, often ahead of the curve.

Today, Wriggles Zebra Gum is an iconic brand that has been around since the 1890s, with a rich history of innovative marketing and American ingenuity. From its humble beginnings as a soap salesman to its rise as the world's largest gum manufacturer, Wrigley's story is one of perseverance, creativity, and a keen understanding of what consumers want.

Wriggles zebra gum