Wrigley’s 5 Gum Branding Confusion
December 13, 2007 by Susan Gunelius
Filed under Marketing
Wrigley launched a new product called 5 Gum and The Die Line posted some pictures of the packaging, which is very cool except for one thing. The target audience for Wrigley’s 5 Gum is teenagers.
What do you think? Does this packaging evoke a brand image for teenagers? I say no.
This packaging doesn’t look even remotely targeted to teens in my opinion. The black box and graphics seem as if they would appeal to a much older audience. Don’t get me wrong, I think the graphics are great, and I’m sure the packaging stands out on the store shelf, but does it stand out to the right audience?
I guess only time will tell if teenagers start carrying 5 Gum around with them. What do you think? Did Wrigley miss the mark with this package? Actually, I think they’ll have success in catching consumers’ awareness and getting them to try this gum even if the people who try it skew older than teens. It might just catch on for an older market if it tastes better than Wrigley’s other gums that lose their flavor instantaneously and have a tendency to disintigrate in your mouth within 5 minutes of chewing.
i didnt think someone cared that much about gum packages………..but if iwere to think about it i would say that the package would be cool for teens.
Haha it is targeting teens?
I didn’t know but before school was out
most of the time I’d chew 5 gum.
And most of the time when I people with gum it was 5.
So it has been catching teens attention!!
I don’t think you know any teens or have actually been a teen, but these graphics and this packaging has “Teen” written all over it. Would you say that AXE appeals to an older audience? Probably not. Yet these packages of gum look almost identical to AXE products. Seriously, google image search that! I bet they’re even named after them.
aaaaaaaanyways. that was fun
sincerely, Me
5 gum i think is targeting not kids but older ones, say 20-26 years old, people that need to express their social status, need to get attention, need strong brand represent them.The packaging is great but Wrigley’s got a real problem to find the right target for an product, because it’s different in every country and they try to find “perfect marketing recipe”