1/ William Wrigley once sent over 1.5m packs of gum to anyone who owned a telephone.
As crazy as it sounds, it was all part of his marketing strategy for Wrigley’s Spearmint and Juicy Fruit.
His goal was to turn gum from an impulse purchase into a regular one.
Here's how 🧵
As crazy as it sounds, it was all part of his marketing strategy for Wrigley’s Spearmint and Juicy Fruit.
His goal was to turn gum from an impulse purchase into a regular one.
Here's how 🧵
2/ First, let’s give a quick background.
The Bankers’ Panic of 1907 caused a financial crisis in America.
As a result, people started cutting back on their purchases.
One of those cutbacks was chewing gum.
At the time, chewing gum was known to be more of an impulse purchase.
The Bankers’ Panic of 1907 caused a financial crisis in America.
As a result, people started cutting back on their purchases.
One of those cutbacks was chewing gum.
At the time, chewing gum was known to be more of an impulse purchase.
3/ Wrigley quickly figured out that having a business that relies on impulse purchases wasn’t a good one.
The notion around chewing gum was that it was refreshing and tasted good.
Wrigley knew this wasn’t enough to get people to repeatedly purchase gum.
Ex of competitors ads:
The notion around chewing gum was that it was refreshing and tasted good.
Wrigley knew this wasn’t enough to get people to repeatedly purchase gum.
Ex of competitors ads:
4/ Wrigley quickly shifted the focus of his messaging to the health and benefits of chewing gum like:
- “soothes the throat, relieves thirst, steadies the stomach“
- “healthy, wholesome exercise for teeth and gums“
- "cures heartburn and flatulence"
Now, distribution.
- “soothes the throat, relieves thirst, steadies the stomach“
- “healthy, wholesome exercise for teeth and gums“
- "cures heartburn and flatulence"
Now, distribution.
5/ Wrigley used print advertising and direct marketing as his primary methods for growth.
First, print advertising.
Wrigley, a risky f*cker, mortgaged everything he had to purchase 250k worth of ads after the financial crisis slashed ad rates.
Those ads would’ve cost $1.5m.
First, print advertising.
Wrigley, a risky f*cker, mortgaged everything he had to purchase 250k worth of ads after the financial crisis slashed ad rates.
Those ads would’ve cost $1.5m.
6/ Now, with his new messaging and ads plastered all over, Wrigley started to reap the benefits of his marketing blitz.
Wrigley's quickly expanded from the midwest to nationwide.
In just 3 years, Wrigley went from making $170k/yr to $3m in annual sales.
It didn’t stop here.
Wrigley's quickly expanded from the midwest to nationwide.
In just 3 years, Wrigley went from making $170k/yr to $3m in annual sales.
It didn’t stop here.
7/ In 1915, he indirectly created what we now know as direct marketing on the backside of being a relentless entrepreneur.
How?
He had a light bulb moment.
“If someone could afford a telephone, they could definitely afford a pack of chewing gum.”
Now, the madness begins.
How?
He had a light bulb moment.
“If someone could afford a telephone, they could definitely afford a pack of chewing gum.”
Now, the madness begins.
8/ Quicker than the speed of light, Wrigley mailed a pack of Wrigley’s gum to every crib listed on the U.S. telephone directory.
1.5 million homes!!!!
And if it was your kid's birthday, then he sent extra packs.
It worked…really well.
So, he kept doing it.
1.5 million homes!!!!
And if it was your kid's birthday, then he sent extra packs.
It worked…really well.
So, he kept doing it.
9/ By 1919, Wrigley had sent packs of gum to over 7 million people.
He said, “as the phone direct grew, the mailing list grew.”
Wrigley's Spearmint quickly became the largest-selling brand in the nation.
Shortly after all the success, Wrigley’s went public.
He said, “as the phone direct grew, the mailing list grew.”
Wrigley's Spearmint quickly became the largest-selling brand in the nation.
Shortly after all the success, Wrigley’s went public.
10/ In 1920, Wrigley said the secret to his advertising was to "Tell 'em quick and tell 'em often."
By 1932, Wrigley’s gum company was America's largest single-product advertiser.
They were generating $12m in annual sales with a product line that sold for only 5 cents a pack.
By 1932, Wrigley’s gum company was America's largest single-product advertiser.
They were generating $12m in annual sales with a product line that sold for only 5 cents a pack.
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