Market Research leads to successful chewing-gum promotion

Juicy Fruit Gum, semi-finalist in the 2000 David Ogilvy Research Awards and the oldest brand of the William Wrigley Jr. Co. found itself under pressure in 1997 with sales and market share down. Using focus groups in the wake of a teen advertising study, BBDO (an advertising consulting company) developed an advertising campaign that debuted in August 1998 and resulted in a 5% sales increase and an increase in market share from 4.9% to 5.3%....

BPIR Categories

1.1.4 Conduct customer interviews/focus groups
4.1.2 Manage advertising & promotional activities