Case Detail

Case Summary

Wrigley’s Eclipse Gum: Managing Brand Adolescence

Case Number: 5-414-752, Year Published: 2015

HBS Number: KEL885

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Authors: Angela Y. LeeGreg Merkley; Bob Bailey

Key Concepts

Consumer marketing, Distribution, Market research, Marketing, Marketing communications

Abstract

Wrigley launched Eclipse gum in August 1999. In early 2000, Paul Chibe became senior marketing manager for Wrigley’s breath freshening portfolio, which included Eclipse. With the disappointing first-year performance of the brand, Chibe needed to take action to turn Eclipse around. His task was to use the opinions from other Wrigley executives and from marketing research data to decide if Eclipse could be turned around or if it should be abandoned.

Learning Objectives

After reading and analyzing the case, students should be able to:

  • Identify the most important variables that drive the success of consumer packaged goods brands
  • Interpret and use data from various types of marketing research to evaluate marketing mix strategies
  • Develop fact-based marketing recommendations

Number of Pages: 13

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: United States

Industry: Consumer packaged goods

Organization Name: William Wrigley Jr. Company

Organization Department: Marketing

Organization Size: Large

Decision Maker Position: Senior marketing manager

Decision Maker Gender: Male

Year of Case: 2000