Top articles
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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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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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Logos : the special case of Malabar
This year wasn't the year of Malabar. The brand has decided to change its logo, and all the loyal consumers are now totally revolted. Mister Malabar, the blond guy with his yellow T-Shirt is a real Icon for all generations. Customers He was the mascot...
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Malabar “The Bubble gum generation”
Malabar has been created by Krema in 1958. After the success of Hollywood chewing gum, the company wants to create a chewing gum especially targeting children from 8 to 14 years old who want to share fun together. The principle of the product is easy;...
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Hollywood and the eternal youth positioning
Hollywood chewing gum is one of the most popular chewing gum brands in the French market. The first Hollywood chewing gum has been launched in 1952 by an ex GI wanting to set a market in France. Hollywood starts by communicating on the American Dream...
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A strategic analysis of gum brands - Part 1
SEGMENTATION Every company needs to find its consumers to sell its products and grow. They do it by searching their market: ¤ What is currently proposed to answer the consumer need? ¤ Who is offering such an answer? To who? Why? How? Getting information...
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Freedent Communication and promotion strategy
Freedent was the first brand to be partnered to a French association “Union Française pour la Santé Bucco-Dentaire” – UFSBD. This partnership offers the brand a very good way to communicate its benefits to its customers because a professional association...
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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
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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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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Logos
Hollywood Chewing-gum has the same logo since 1952. It represents the american dream, with the name of the famous american city and the blue and red colors. Freedent's logo has been the same since 1987. But in 2004, the brands wants to modernize its image...
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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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Slogans
HOLLYWOOD “Fraîcheur de vivre, Hollywood Chewing-Gum!” This Slogan was born in 1972. It is based on youth, liberty, modernity, pleasure, generosity, joie de vivre, sharing, happiness, escape and freshness. With this slogan, you would understand that Hollywood...
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The Chewing-Gum History
Chewing-gum exists since aproximatively 5000 years ago in the Neolithic period. At this time, they chewed wood as they believed it has some medicinal properties. In the ancient Greece, they chewed mastiche, a derived-product of mastic trees. It was used...
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What is going on ? Why gums still stick to the market over the years ?
This question is interesting as it has for purpose to explore the reasons why gums are sold over and over again to so many people while they are definitely not vital to the survival of its consumers. So what makes them so specific a consumer would feel...