How do you turn around a chewing gum that kept its flavor but fell out of favor? Find the right button to push with its core chewers, namely kids between the ages of 12 and 17, says Jennifer Crotty, an assistant marketing director of Wm. Wrigley Jr. Co. who was behind Juicy Fruit's "Gotta have sweet" campaign.
As a marketer, Wrigley was rarely willing to change advertising themes. But by 1998, Juicy Fruit's "Taste is gonna move you" slogan had stalled.
"We knew if we creatively hit the bull's-eye, teens would respond," says Ms. Crotty, 38.
To find out what teens were thinking about Juicy Fruit, Wrigley and its agency, BBDO Worldwide, Chicago, conducted an extensive survey and learned the gum could satisfy a kid's sweet tooth.
Ms. Crotty cranked up the "Gotta have sweet" integrated campaign launch in August 1998. It included Hispanic TV and radio, along with the distribution of 4.5 million book covers in elementary schools. The online component included a promotional contest linked to popular sites such as MTV.com.
The effort popped Juicy Fruit box sales 5% over the 12 months following the campaign start, reversing the 2% decline over the same time
period one year earlier. Juicy Fruit's market share went from 4.9% to 5.3%.
Youngsters "were getting the tagline better than we've seen our tagline gotten in years," says Ms. Crotty.