Wrigley's Eclipse Gum: Managing Brand Adolescence

Wrigley launched Eclipsegum in August 1999. In early 2000, Paul Chibe became senior marketing managerfor Wrigley's breath freshening portfolio, which included Eclipse. With the disappointingfirst-year performance of the brand, Chibe needed to take action to turn Eclipsearound. His task was to use the opinions from other Wrigley executives and from marketing researchdata to decide if Eclipsecould be turned around or if it should be abandoned. After reading and analyzing the case, students should be able to: Identify the most important variables that drive the success of consumer package goods brands Interpret and use data from various types of marketing researchto evaluate marketing mixstrategies Develop fact-based marketing recommendations