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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

07/14/2016

Citations

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

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