Wrigley S Steps Away From The Obvious Purposes Gum Serves MRKT 310 Week 4 DQ Topic 3 Help

Please generate a short response to this student APA format. Many thanks


To: John Wussow

From: Katie York

Date: June 21, 2016

Subject: Repositioning

Summary – Wrigley’s steps away from the obvious purposes gum serves and repositions Orbit gum as the product needed to boost confidence and feel their best – no matter the situation with their “Time to Shine” campaign.

Wrigley’s has been in the gum business since 1893 and in 2008 became part of Mars, Incorporated. Since then, their Orbit brand has repositioned from breath freshener, to cleaning dirty mouths, now to confidence booster.

“We’re reigniting the Orbit brand with a new campaign that tells our story in an emotional and culturally relevant way,” says John Starkey, regional vice president of marketing, Wrigley Americas. In the past we focused on the functional benefits of chewing Orbit and what you needed help getting rid of, like food, coffee and a dirty mouth. Now we’re leaning into the belief that when your mouth feels clean, you feel more confident and ready to take on what’s next. [The campaign] is about being ready for life’s defining moments” (Faw, 2016).

This is an emotional approach, almost having the gum be a part of a big moment targeted to adults and teens. Although Orbit gum still serves its original function, Wrigley has repositioned to encourage the chewer that it is their “time to shine”. Check out one of the new commercials.

Faw, Larissa. (2016, May 17). Chew Orbit, Be Confident. Retrieved June 21, 2016, from http://www.mediapost.com/publications/article/276012/chew-orbit-be-confident.html

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