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The Globalization Of Wrigley's Gum
Transcript of The Globalization Of Wrigley's Gum
Eclipse Gum and Winterfresh are introduced into the global market.
Airwaves Honey & Lemon gum are introduced to the market and expanded to 18 European countries. Popular in Ireland and China. 1989-2000 Wrigley's bought Boomer, Solano, Pim Pom and Trex candy companies, improved their candies and gum and resold them in Spain, India and China. Wrigley's also introduced Orbit into the global market and Altoids mints. 2001-05 Wrigley's moves its headquarters from the Wrigley Building to its Global Innovation Center In Chicago, Illinois. In addition to that, Wrigley's is well established in more than 180 countries and remains a successful business and contributor to the global economy. In 1891, William Wrigley Jr. arrived to Chicago from Philadelphia to pursue a business in selling soap. In addition to selling soap, he would offer free baking soda. When baking soda became more popular than soap, Wrigley decided to sell baking soda, and included a free packet of chewing gum per can. Evidently, the chewing gum became more popular than the baking soda. Shortly after, Wrigley Jr. began selling the gum separately for a penny. A year later, Wrigley began producing gum through Zero Manufacturing in Chicago and bought the company in 1911. 1907-15 William Wrigley Jr. mortgages everything he owns for $1.5 million in advertising. By 1910, Wrigley Jr. expanded the company and built a factory in Toronto, Canada, its first factory outside of the US. By 1913, Juicy Fruit and Wrigley's Spearmint chewing gum become the best selling chewing gum in the US. In 1915, the company expanded, manufactured and sold in Australia. 1915-1927 Began building the Wrigley Building in Chicago that would serve as the company headquarters until 2012. Company expanded, manufactured and sold in Great Britain. 1961-84 William Wrigley III (grandson of William Wrigley Jr.) takes over the company. Throughout his 38 years of service, he becomes the President and CEO of the company and expands the company to several other countries (i.e: Germany, Hong Kong and Taiwan). In addition to this, the company introduces Big Red and Extra Sugar Free Chewing Gum to the global market. 2007-2009 5 Gum is introduced to the American market.
Wrigley's becomes a subsidiary of competitor Mars Incorporated. For their use of Wrigleys' production facilities in Australia, Czech Republic and Mexico, Mars Inc. trades their famous Skittles and Starburst candies.
By 2009, 5 Gum goes global and Wrigley's officially owns Skittles and Starburst.