EDO Xylitol chewing gums

It's not easy to steal share from Wrigley's Extra. Xylitol is the sugar substitute said to protect your teeth. Wrigley's Extra has already "owned" this ingredient in the mind of the consumers through its 晒駱駝 campaigns. Years of investment have been put to build such dental care positioning. Success doesn't come without hard work, focus and consistency. Now that EDO is basically positioning its chewing gums the same as Wrigley's Extra. Chance of success is slim. After all positioning is about differentiation. Copycat's mindset will not get you anywhere.

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