WRIGLEY'S: Brand Architecture and Extension the Wining Way

Contributed By: Hadiqa Riyaz

Wrigley is recognized as a leader in confectionery with a wide range of product offerings including gum, mints, hard and chew candies and lollipops. Wrigley's world-famous brands – including Extra®, Orbit®, Doublemint®, and 5™ chewing gums, as well as confectionery brands Skittles®, Starburst®, Altoids® and Life Savers® – create simple pleasures for consumers every day. The story of Wrigley as a brand was started in 1892 when Mr. William Wrigley realized that chew gum industry had the biggest business potential he had been looking for, so he started marketing his business under his brand name “Wrigley” .The” Lotta” and “Vassar” were the first two brands of Wrigley. One of the most popular brand “Juicy fruit” came in 1893 and the “spearmint” was launched the same year.

Wrigley established it's first factory in Wembley in 1927 when the social attitudes of people transformed after the First World War, as before chewing gum in the public as not considered good in ancient Britain. Chew gum industry really boomed during Second World War, by the end of 1970s Wrigley’s chew gum brands become so trendy and Wrigley’s introduced many other amazing brands including “extra”, “Orbit”, Airwaves”, “5Gum” and others. Wrigley’s is not all about gum anymore; they continuously innovate and developed complete assortment of household brands which has became an essential part of people’s daily lives. It’s all brands available in different types of packaging and styles. Wrigley’s tasty and juicy long lasting flavors’ provide tempting and exciting experience with every chew. 

Wrigley’s all brands are attested by American dental association that helps prevent plaque formation, remove stains and balance natural whiteness of teeth’s.

Present Product Portfolio of Wrigley

• Gum ( Extra,5Gum, Pk Gum, Eclips, Spearmint, Airwaves, Freedent, Juicy fruit, Winterfresh)
• Mints( Altoids, Doublemint)
• Confections (Skittles, Starbust, Live savers)

WRIGLEYS BRAND EXTENSION

Wrigley’s the chew gum brand adopt line extension as a brand extension opportunity. Wrigley’s apply the parent brand (Extra, Orbit, Starbust, Altoids, Juicy fruits and other) to a new product that targets a new market within a product category that a parent brand currently serves. Wrigley’s add a different flavour and ingredient variety. 

Wrigley’s uses its well known and well liked brand in extension so that they can form similar inferences and expectation about the likely composition and performance of a brand extension. 

WRIGLEY’S LINE EXTENSION

BENEFITS OF WRIGLEYS BRAND EXTENSION IN BUILDING BRAND EQUITY

Wrigley’s all brands have a significant high level of brand awareness and achieve necessary and desired POPs and PODs. The existing brand that has already achieved a certain level of awareness and image to brand an extension, the easier it should be to create awareness of and image for the extension in memory.

• Wrigley’s brand extension strengthens and adds favorable and unique association to the parent brands.
• Significantly decreased perceived customer risk and increase product acceptance.
• Reinforcing and building upon key brand association.
• Laying the ground work for future extension and increase and leverage brand equity.
• Wrigley’s brand extension offer a portfolio of brand variants within a product category and consumers who want change, because of boredom can switch without having to leave the brand family.
• Wrigley’s brand extension clarifies the meaning of a brand to consumers and defines the kinds of markets within which it competes.

WRIGLEY’S BRAND HIERARCHY TREE

WRIGLEY'S BRAND ARCHITECTURE

Brand architecture involves developing a framework that identifies how existing brands, products and services interplay with one another, defining which element will be presented consistently across products and externally culminates in the development of the framework through which consumer understand and organize those products and services within their minds.

• Wrigley’s source brand architecture is characterized by a corporate brand (Wrigley’s) that is well known and guarantees quality, and each brand with their own brand positioning.
• Because of Wrigley’s source brand architecture, Wrigley’s brand equity and positioning as perfect gum have an influence to its different brands.

HOUSE OF BRAND ARCHITECTURE BENEFITS TO WRIGLEYS

• House of brand architecture enables Wrigley to target the needs of specific customer segments.
• Significantly reduce marketing cost with opportunities for cross promotion between sub-brands, marketing is more effective as well.
• Wrigley’s house of brand architecture clarifies brand positioning, meaning and messaging.
• Increase flexibility for future product extension.
• Enhance customer awareness of Wrigley’s offerings while facilitating cross selling. 
• Maximize visibility diversification in the market place.
• Wrigley’s source brand architecture maintains a balance between the main brand and the sub brands.