Take Action

Home | Faculty & Research Overview | Research

Research Details

Wrigley's Eclipse Gum: Managing Brand Adolescence

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.

Type

Case

Author(s)

Angela Y. Lee, Greg Merkley, Bob Bailey

Date Published

03/12/2015

Discipline

Marketing

Key Concepts

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

Citations

Lee, Angela Y., Greg Merkley, and Bob Bailey. Wrigley's Eclipse Gum: Managing Brand Adolescence. Case 5-414-752 (KEL885).

PREVIEW or BUY
KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more