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Hollywood: the mystery flavour

Hollywood: the mystery flavour

It is more and more difficult to find new flavours for gum, especially flavours that people will like more than the basic mint or strawberry flavours. The new flavours that have recently appeared on the market are some mix of fruit you would never think...

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Gum: packaging

Gum: packaging

When having a look at the different brand packagings, the first thing we can notice is that flavours and packaging are closely linked. For each brand, coulours are associated with flavours . Brands use the same colours. Chlorophyll and mint are usually...

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Chewing Gums on stage !

Chewing Gums on stage !

How can marketers make the chewing-gum attractive ? That's a big question to deal with when you're a product manager at Wrigley's or Mars ! In fact, they do it pretty well ! Today chewing-gum is part of our lives. Who doesn't think about chewing a gum...

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Gums' market and history in France

Gums' market and history in France

Actually there are two main competitors on the French chewing gum market: Those two leaders have axed there communication around two main brands that are: Hollywood (Cadbury) with his slogan “Fraîcheur de vivre” Freedent (Wrigley’s) with an oral health...

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Other competitors

Other competitors

There are many brands on the market. French people are used to consume Hollywood, Freedent and Malabar but other competitors such as Airwaves and 5 (Wrigley’s) or even Mentos also have a role to play. Those brands are kind of younger entrants on the market,...

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Freedent and the oral health message

Freedent and the oral health message

In 1987 Wrigley’s decides to enter the French market. “Freedent” is arriving during the monopole of Hollywood with its “eternal youth” image. Therefore, Freedent strategy is to communicate on other values like the oral health. In fact, in 1987 Freedent...

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