Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Eclipse goal: build consumption with stationary pack

The Wm. Wrigley Co. challenged its Marketing Department to increase consumption among loyalists of the company's Eclipse chewing gum.

Pw 9141 Eclipse R

A cross-functional team studied where and how consumers chew and store gum, and concluded that gum is often a “stationary” storage item, especially in the car. Wrigley built on that and other findings, and has introduced the “Bigepak” under its Eclipse brand.

The new pack adds another dimension to the brand, which previously was identified with a 12-count foil pack in a paperboard sleeve. “Bigepak is not intended to be portable, such as for carrying around in a purse,” says Elaine Madansky, Wrigley's senior manager, global consumer & market intelligence. Madansky adds that the 12-count pack will continue as the brand's on-the-go pack.

Annual Outlook Report: Sustainability
The road ahead for CPGs in 2025 and beyond—<i>Packaging World</i> editors review key findings from a survey of 88 brand owners, CPG, and FMCG readers.
Download Now
Annual Outlook Report: Sustainability
Researched List: Engineering Services Firms
Looking for engineering services? Our curated list features 100+ companies specializing in civil, process, structural, and electrical engineering. Many also offer construction, design, and architecture services. Download to access company names, markets served, key services, contact information, and more!
Download Now
Researched List: Engineering Services Firms