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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.

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