Thursday, March 13, 2008

Wriggley's and Wrigley's gum

I don't know how long I've had this practical joke or where it came from. It's been sitting for some time in a box with other dowdy objects — a package of Blanco y Negro cigarette papers, a box of Dennison "Merchandise — 4th Class Mail" gummed labels, a Traveler's Expense Book (with an illustration of a hatted businessman, an airplane at his shoulder, an automobile emerging from behind his upper arm).

What I do know is that the chances for Wriggley deception will soon vanish, as Wrigley has moved to repackage its Spearmint gum and other "traditional" brands. The Chicago Tribune reports:

With the repackaging, Extra and the traditional brands [including Doublemint, Juicy Fruit, and Spearmint] will come in a flat, square pack rather than a bulkier rectangle. The "Slim Packs" are essentially the same as those for Wrigley's "5" brand, a sugarless gum introduced last year that's been a hit, particularly with younger consumers.

The new pack is aimed at being a better fit in a consumer's pocket or purse. It's also a way for Wrigley to showcase old brands in a trendier format.
The changes are a response to the success of what the Trib calls "a key gummaking rival," Cadbury, the maker of Dentyne and Trident.

[Update: I have a vague memory of my son getting this novelty from a friend in elementary school. Ben, may I offer you a piece of gum?]

Wrigley's Spearmint design, 1913-2004 (Wrigley)

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comments: 2

Anonymous said...

They repackage with 15 sticks instead instead of 17 and the sticks are 2.7 g, at least 10% less than previous. Can you verify?

Michael Leddy said...

No, sorry — I chew only sugarless. But I wouldn't be surprised if there were less gum in the redesigned package.