wm. Wrigley Jr. Company, Wrigley (pronounced Wrigley) is an American chewing gum and confectionery company. The headquarters is in Chicago (the headquarters building, the Wrigley Building, is one of the recognizable Chicago landmarks).
William Wrigley Jr. - Founder of the Wrigley Company In the spring of 1891, William Wrigley Jr. came from Philadelphia to Chicago. He was 29 years old, with only $32 and a great desire to open his own business.
In addition to enthusiasm and energy, Mr. Wrigley possessed a truly great talent - the talent of a salesman.
His father was a soap manufacturer, and Wrigley Jr., as a boy, began to master the art of sales selling Wrigley Scoring (super-cleansing) soap on the streets of Philadelphia. As a young teenager, he worked full-time for his father and drove his van from city to city, touting retail customers.
Wrigley Jr. started his business in Chicago with the sale of Wrigley Scoring soap. As an additional incentive to sell his product, Mr. Wrigley offered various bonuses, one of which was baking flour. And when baking flour began to be in greater demand than soap, he transferred his business to the production and marketing of baking flour. One day, in 1892, Mr. Wrigley came up with the idea of giving each buyer of a can of baker's flour two packets of chewing gum. This offer was a great success with customers. And again, the bonus - chewing gum - turned out to be a more promising product compared to the one it was supposed to sell.
Chewing gum Juicy Fruit In those years in the United States, chewing gum was no longer a rarity. More than a dozen companies have been involved in it, and for quite a long time. But William decided to take a chance. His first two varieties were Lotta and Vassar. Next, in 1893, was Juicy Fruit gum, and a little later, Wrigley's Spearmint.
The competition was tough. And more than once the Wrigley Company found itself on the verge of bankruptcy. However, the persistence of its founder won. William advertised his products as best he could. For example, he sent chewing gum to random people from among those who were richer, sending them free samples of his products (he took addresses from the telephone directory). And won. In 1910, production increased so much that it became possible to open the first factory abroad, in Canada. The Doublemint brand is born - 1914.
In 1927, production facilities also appear in Great Britain, and a few years later in New Zealand (1939). In 1919 the company was transformed into a public company. The first mention of it in the listings of the New York Stock Exchange was in 1923. Differing preferences in international markets have necessitated the development of new products in a variety of flavors. Perhaps Wrigley's most successful product outside of the United States is the chewing gum stick, most sold under the R.K. brand name.
In 1924, construction began on the Wrigley Building, the company's building, which is now considered a symbol of Chicago. It is especially known for its unique night illumination.
As the company continued to grow and expand, the company firmly adhered to its basic principle: "Even a product as small as chewing gum must be of impeccable quality."
In order to protect the brand's reputation during World War II, Philip Wrigley, the founder's son and later president, led the company into an unusual move. Due to martial law, the supply of high quality ingredients has become limited. At the same time, the demand for chewing gum was growing. Since the chewing process itself made it possible to relieve tension and at the same time be "on the alert", and also helped to raise the morale of the soldiers, a large number of products were supplied to the Armed Forces.
Wrigley Brands The company could not produce enough premium quality chewing gum. Rather than change the high quality that people are used to getting from this product, the company has made the decision to stop selling Wrigley's Spearmint, Doublemint and Juicy Fruit chewing gum to the civilian population. Until 1944, direct deliveries of these varieties were carried out only for the Armed Forces.
For the civilian population, the company has developed a "wartime variety" - Orbit. The company immediately stated that in wartime conditions it was not able to provide both military and civilians with the same quality products, so it immediately stipulated that Orbit was a brand of lower quality than the rest of Wrigley products.
Still later, high-quality components became so scarce that it became impossible even for the United States Army to produce chewing gum of pre-war quality. In this regard, the company completely ceased production of its main varieties and began to supply only "wartime chewing gum".
At the same time, in order to keep the name and quality of Wrigley chewing gum in the minds and memories of consumers, a unique advertising campaign was carried out. Truly exciting were the posters that showed an empty Wrigley's Spearmint gum wrapper with the words "Remember this wrapper!"
After the end of the war in 1946, the old brands returned to stores, and Orbit production was discontinued.
Orbit Chewing Gum In 1976, Wrigley introduced Orbit again, but in Germany as a sugar-free chewing gum. Its success led to the spread of the variety throughout Eastern and Western Europe, the Middle East and other markets.
For more than twenty years, Orbit has been a recognized leader in all of these regions. Depending on the country, Orbit is sold in various forms: in plates and in pillows, with different flavors: Peppermint (peppermint), Sweet mint (sweet mint), White (white) and, of course, the popular everywhere Orbit Winterfresh (Orbit Winterfresh - Winter Freshness).
ORBIT is a trademark registered in over 150 countries.
After the war, the Wrigley Company continued its development, which resulted in a significant expansion of production and the birth of new brands. Today, the company owns such world-famous chewing gum brands as Orbit (which began to be produced again in 1976), Hubba Bubba, Freedent, Big Red, Extra, Winterfresh, Surpass, Eclipse, 5 and others.
Until 1999, the company was exclusively engaged in chewing gum. Now it was decided to expand production. Experiments began with various confectionery products.
Wrigley Company products are now popular almost all over the world. Dozens of factories in different countries of Europe, Asia, Australia are engaged in its production. There is also a factory in Russia. The company employs thousands of people.
In 2007, the Russian confectionery manufacturer A. Korkunov was taken over.
And in 2008, the Wrigley Company itself became part of the vast Mars Inc empire.