Then and Now

Wrigley's Gum Then
1928

"There is real Peppermint in Wrigley's Double Mint- a new and better
peppermint flavour- lasting, healthful, and antiseptic"

Back in the 20s, 30s, and 40s, Wrigley's used to position itself as a gum with health benefits. "Good for the teeth, throat, stomach, and digestion." But antiseptic? To describe the product? Really?


Definition
Antiseptic: of, relating to, or denoting substances that prevent the growth of disease-causing microorganisms. 


Synonyms

• bactericidal
• uninfected
• germicidal
• sterile

Wrigley's Gum Now

Chris Brown endorsing Wrigley's Spearmint Gum

Wrigley's now uses celebrities to sell their products. Talk about contrast. It took 80 years to shift from a weird looking character on a sled that discussed the antiseptic properties of the product to an influential young artist making the product visible to many young teens. Do I think either of these ads were effective? Chances are the ad launched in the 1920s probably was effective. There was a lot less noise back then and consumers were more willingly to pay attention to advertisements. Is Chris Brown holding Wrigley's gum effective at increasing revenues and market share? Probably not. Is it effective in gaining awareness and building brand equity? Yes. 

Regardless, I couldn't find much on Wrigley's advertising in the present time. Come on Wrigley's... Step up your game. Do something innovative. I'm waiting.