Wriggles Zebra Gum: A Journey From Baking Powder to Global Gum Powerhouse

In the early 20th century, Wrigley's ad agency faced numerous challenges that threatened its rise to success. Despite the promising debut of their gum product, misfortunes such as a factory fire and heavy losses in advertising hindered progress. The company's focus on retailers rather than consumers was a reflection of William Wrigley Jr.'s experience as a drummer, which influenced his marketing strategies.

As the company struggled to gain momentum, Wrigley realized that free perks like display cases or coffee grinders were essential in sweetening deals for retailers. He understood that to reach consumers, he needed to hook dealers with enticing offers. Wrigley's salesman instincts played a crucial role in transforming the gum into a major attraction.

Interestingly, Wrigley did not initially enter the chewing gum industry. Instead, he used gum as a promotional tool to advertise his baking powder, which became a huge success in the early 1890s. This experience prepared him well for his future in advertising.

As a traveling 'drummer,' Wrigley developed an itinerant persona, often operating on the fringes of society. His varied experiences, including those in the rubber stamp industry, taught him about the power of advertising in a rapidly changing mass media landscape. By age 13, he had already made a name for himself peddling soap throughout New England and later became successful selling rubber stamps, newspapers, and soap in Chicago.

The company's founder, William Wrigley Jr., was a soap salesman who could be considered a child prodigy of consumerism. His success lay at the intersection of business and popular culture. Historian Daniel Robinson has tracked the company's marketing history as it evolved into a global gum powerhouse.

But how did the company transition from baking powder to become the world's largest gum manufacturer? According to Robinson, Wrigley's success was partly attributed to the invention of made-up and quintessentially American ailments that required specific treatments. Today, Wrigley is one of the most recognized brands in the world, with a history dating back to the 1890s.

As we reflect on the journey of Wriggles Zebra Gum, it's clear that perseverance, innovative marketing strategies, and a deep understanding of consumer behavior have been crucial factors in its success. From humble beginnings as a soap salesman to becoming a global gum powerhouse, William Wrigley Jr.'s legacy continues to shape the world of advertising and consumerism.

Wriggles zebra gum