Surpass Antacid Gum Marketing Strategy Shift Planned By Wrigley
This article was originally published in The Tan Sheet
Executive Summary
Wrigley Healthcare is modifying its marketing strategy for Surpass antacid gum to increase consumer trials of the product after its introduction resulted in lower than expected sales
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Surpass discontinued
Wrigley Healthcare Division will be dissolved after discontinuing sales of its Surpass antacid chewing gum March 28. "Despite its quality, Surpass...has not been able to build broad enough popularity with consumers needed to support a brand long-term," 1Wrigley's Web site notes. Healthcare division, which was created two years ago to support Surpass' launch, will be phased out by May, firm says, with employees rejoining parent company. Wrigley's R&D team will "continue to explore the delivery of functional benefits" through chewing gum, with a focus on indications such as throat and cough relief, dental benefits. Firm has attributed poor Surpass sales to difficulty in convincing consumers to switch from liquid/pill antacid forms to gum (2"The Tan Sheet" March 4, 2002, p. 6)...
Wrigley Healthcare's Surpass Antacid Gum Shipping Feb. 19
Newly created Wrigley Healthcare is supporting the launch of its Surpass antacid chewing gum with a $40 mil. marketing and advertising campaign.