Wrigley's Double Mint




Don't know why Wrigley's relaunches Double Mint. It was the leading brand in an once declining market of chewing gums years ago. The chewing gum market has then been revitalized by Extra with Xylitol, the first sugar free chewing gum for dental protection. Extra is owned by Wrigley's which has made it so successful with such a pioneering positioning. With its other brands like Airwave and Eclipse added up, it should be able to forget about Double Mint in terms of sales and business. The truth is when a brand is so dated, revitalization is not going to be easy. While consumers already have many choices of sugar free gums and candies for fresh breath, I just doubt if Green Tea + Mint for fresh breath as the proposition works for Double Mint. I would rather put the resources elsewhere and leave Double Mint as the giveaway brand in Thai and Korean BBQ restaurants.

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