Wrigley Wellness Case Study
UK - BoC Regional Retail Test
September – October 2008
Contacts: Sas Horscroft
Opportunity:
• To test the impact of Benefits of Chewing weight management consumer messaging on sales,
amongst the lapsing 25-44 year old age group.
Strategic Rationale:
• Rapid decline of consumptions after 25 years of age - making it a necessity to provide older
chewers with new reasons to chew.
• Social acceptance of gum acts as a barrier.
• Identified retail partner, Sainsbury’s, because shoppers have a generally healthy outlook on life
and are likely targets for the weight management consumer messaging.
Objectives & Strategies:
•Test the Benefits of Chewing weight management messaging as a category growth
sales driver by increasing communication to consumers through eight-week retail
initiative including 360 marketing activity.
•Communication strategies:
•Creating branded awareness of the benefits of chewing gum.
•Increase positive perceptions of gum.
•Generate increase in intention-to-purchase, chew gum.
Tactical Components: Total $1.1MM Spend incl research
•Retail test included a variety of integrated marketing tactics instore, including:
–Shelf highlighter flags, shelf stripping and aisle end units
with the message “Chew More, Snack Less.”
–350,000 Extra branded store leaflets promoting a
wellness contest offering consumers a chance to win a
luxury spa trip for two or one of 60 de-stress pampering
kits.
–In-store radio ads promoting wellness contest.
–Branded petrol pump nozzles at Sainsbury’s
convenience stores with message “Chew More, Snack
Less.”
•Additional tactics, included:
–TV Ads with complimentary messaging (ran three weeks
from mid-September to mid-October).
–Direct mail to 80,000 consumers with product sample.
–PR stunt featuring a giant pack of Extra dueling a Tea
Lady (ala Gladiators), showcased ability to combat snack
cravings.
Results:
• Awareness:
– TV advertising is cutting through and snacking message is clear, POS is recalled at shop exit.
– Branding is clear.
• Perception:
– Amongst light/lapsing chewers, message is less relevant and less believable.
– Amongst older female heavy/medium chewers, ad message is more relevant and believable.
– Branding: BoC is not adding to Extra’s BF brand equity.
It appears that any noticeable brand activity can improve bonding.
• Persuasion:
– Poor amongst light/lapsing chewers.
– Some indication that heavy/medium chewers will increase frequency of purchase/chew.
– In terms of sales impact,
• Central Region,( 8 wks pre Vs during) TV has had no Net impact on total Wrigley sales but
Extra is +1.6%ppt.
• In JS, (yoy pre Vs yoy during):
Total Wrigley sales in test stores +1.7%ppt Vs control
Total Extra +0.9ppt Vs control
.
Recommendations:
• Results do not support a national roll out of regional Test.
–“ Chew More, Snack Less” message does not motivate light/lapsing chewers to purchase
• BoC (Chew More, Snack Less) is still a potential opportunity worth communicating to 25+ years
medium/heavy chewers.
– Potential to extend usage/frequency and hence drive category growth medium/long term with
appropriate targeted media.
• BoC (Chew More, Snack Less) should be branded as the Wrigley range or Extra.
– From a claims perspective, more defensible when branded as Wrigley we can only make brand
specific claims on weight management and Dental pillar.
• Further explore how to motivate older, light/lapsing chewers to keep chewing.
Key Learnings:
• Attitude changing comms is unlikely to lead immediate sales.
– UK consumers hold strong opinions on gum….often barriers
• A potential opportunity still exists to extend gum chewing amongst heavy/medium chewers through
new occasions/need states.
• Weight management (and Stress) are secondary benefits of gum and is not a motivating reason for
light/lapsing chewers to re-engage with gum chewing.
• Due to its impulse nature, gum category benefits from saliency building activity such as POS.
Appendix
6
Key Result Metrics at a glance
Total
TV
In-Store/POS
Spontaneous Awareness (of
campaign)
Low
Med
Low
Prompted Awareness (of Campaign)
Med
Med
Med
Recognition of Message
Low
High
Low
Recognition - CBA
High
High
High
Engagement
Low
Med
Low
Understanding of Main Message
High
High
High
Message Credibility
Low
Low
Low
Message Believability
Low
Med
Low
Message Relevance
Low
Low
Low
Impact on Social Barriers
None
None
None
Low Damage
Low Damage
Low Damage
None
None
None
Impact on Brand Equity
Impact on Purchase Intent
7
Instore
Awareness: At shopper exit, total awareness of the point of sale material has
significantly increased. Bigger pieces of POS noticed.
Q13a. Do you remember having seen this
promotional material for Extra in store
today or on any recent visits to this or
other stores?
Pre
%
Post
%
Multipack fixture
surround
Shelf highlighters
Millward Brown
50 *
28
11
Shelf strip
17
43 *
23
Petrol nozzle
5
Aisle end shroud
7
Base:
72*
38
Seen any POS material
(445)
* Significant to 95% reliability pre v post
4
27 *
(399)
9
Media
Awareness/Message: Prompted results showed snack replacement message is
very clearly coming through
Millward Brown
Total post
%
Helps you snack less
76
CAWI
Tracking
norm
%
Performance
Vs
norms
65

10
IPSOS
Base Total Respondents – Extra (160)
A/B - Significantly different at the 95% confidence level
media
Awareness/Branding: Millward Brown confirms the ad was sufficiently branded
Base Total Respondents – Extra (160)
A/B – Significantly different at the 95% confidence level
Millward Brown
%
Total post
%
Branding (top box)
20
CAWI
Tracking
norm
%
Performance
Vs
norms
24
=
11
Ipsos & Millward Brown
Awareness/Branding: Prompted with POS, clarity of ‘Extra’ Branding appears to be at good
levels
Instore
Q14. How easy was it to tell which brand of chewing gum this was for?
Pre
%
Post
%
37
Couldn’t fail to remember it was
for Extra
40
It’s quite good at making me
remember it is for Extra
38
45
7
7
9
6
3
3
Mean score:
4.07
4.11
Base (seen material):
(169)
(289)
It is not all that good at making
me remember
It could have been for any brand
of chewing gum
It could have been for almost
anything
12
Millward Brown
media
Perception/Engagement: Results showed the ad is entertaining and engagement
is high
Base Total Respondents – Total 480 for finished film; Total 200 for the animatic version. A/B – Significantly different at the 95% confidence level
Total post
%
CAWI
Tracking
norm
%
Performance
Vs
norms
60
60
=
4.58

Enjoyment
Engagement
6.79
13
media
Perception/Credibility: Regional test also confirms credibility as an issue, particularly
amongst light/lapsed chewers. Credibility less of an issue amongst 25-44 year old, female
heavy chewers.
CAWI
Perf. Vs
Tracking norms
norm %
Total
post
%
Perception
New info.
42
*
53
*
45
Different info
58
Relevant
52
49
Credible
59 *
71
Better than others
35
Base:
New info.
48
25 – 44
post
%
49
Different info
59
61
Relevant
53
58
Credible
52
65
Better than others
35
Base:
(79)
37
(158)
* Caution: low base
Millward Brown
39
57
Heavy
Users
%
45
Male
Users
%
41
Female
Users
%
43
58
55
61
47
57
46
58
52
65
30
(19 ads*)
16 - 24
post
%
Perception
49


=


Light/
lapsed
%
(248)
40
(252)
58
30
(245)
60
40
(255)
45+
post
%
35
56
37
56
35
(63)
14
* Significant to 95%
media
Perception: Impact on social barriers
•
No shifts in attitudes or perceptions over the 8 week test period.
– We don't’ know if there is a potential for longer term shift.
15
Pre test
Perception/Branding: Focus on snack replacement message results in some drop in breath
freshening benefits of Extra. Ad helps to modernise the Extra brand
Total Sample
Brand image
(Top Box of 5pt scale) %
Medium/heavy
Extra
(a)
Control
(b)
99
99
1
8
9
-1
30
4
23
16
7
35
32
3
26
18
8
2
37
30
7
23
24
-1
-4
50
47
3
25
34
-9
2
18
8
10
3
6
-3
0
43
46
-3
33
32
1
-4
18
17
1
7
13
-6
-11
13
32A
-19
13
19
-6
25
8
40
28
12
29
24
5
18
20
-2
27
22
5
13
19
-6
19
21
-2
30
27
3
12
17
-5
Freshens your breath
37C
45
-8
46
50
-4
31
42
-11
Has a very good taste
41C
41
0
50
44
6
36
38
16-2
Base
Total Respondents – Extra
Helps you to release
nervous
16C (160), Control
17Cell (160), A/B
-1
23
26
-3
11
11
0
Extra
(a)
Control
(b)
Base: Total Respondents
160
160
Is an exciting gum
13
13
Is a product I want to try
27
21
Is appealing because of its
flavours
29
23
Is a cool brand
28C
26
Appeals to me because it gives me
a fresh mouth
35C
39
9
7
37C
37
Appeals to me because it would be
a unique chewing experience
11
15
Helps you feel confident about
getting close to others
13
24A
33C
Plays a role for adults
Offers more than just freshness
Helps my chances with the
opposite sex
Has a fresh taste and flavour
Is a modern brand
Ipsos
energy
– Significantly different at the 95% confidence level
+/-
Extra
(a)
Control
(b)
61
61
0
20
19
6
34
6
Light/Lapsing
+/-
+/-
Perception/Branding: In regional test, for Extra we see growth in both regions – and a growth
in bonding only in Central
media
Central
Pre
Bonding
ROC
Post
20%
Pre
26%
Post
29%
23%
Advantage
45%
45%
43%
45%
Relevance
74%
76%
73%
78%
Presence
77%
79%
79%
80%
17
Millward Brown
Perception/Branding: Visibility driving improved perception of brand equity – not due to BOC
message
media
Central
%
Q12. Please give your impressions of these brands, whether or not you’ve TRIED them yourself.
Pre
ROC
%
Post
Are good quality
52
Appeal to you more than other brands
Post
67
63
Gives you what you want from a chewing gum
Pre
67
63
52
48
44
65
57
47
46
Taste better than other brands
39
42
47
41
Is the most popular brand of chewing gum
35
39
43
37
More acceptable price than other brands
Are growing more popular
Offer something different to other brands
31
28
19
14
Total Image Change (Extra)
Total Image Change (other brands)
Base (Heard of): (245)
21
14
28
26
10
30
20
10
+20
-25
-7
+11
(251)
(168)
(169)
18
Persuasion: In central, consideration shows little change for Extra Gum – even when cut by
heavy/medium/light, male/female
media
Q10. The next time you buy chewing gum, how likely are you to consider
choosing …(BRAND)?
The only brand I would consider
Central
%
Pre
Post
10
13
One of 2 or 3 brands I'd consider
39
ROC
%
Pre
14
Post
12
36
41
39
One of several brands I'd consider
24
24
21
25
A brand I might consider
21
21
22
21
A brand I would not consider
Mean score:
Base:
4
4
7
3
3.36
3.32
3.28
3.36
(245)
(251)
(168)
(169)
19
Instore
Persuasion: However there is limited evidence that purchase of Extra has increased amongst
those who bought gum on the day
Q3. Which of these brands of chewing gum
did you buy in store today?
Pre
%
Extra Gum
40
Extra Ice
Extra Fusion
Trident Splash
Wrigley’s Spearmint
44
16
14
Airwaves
Orbit Complete
Post
%
9
0
3
7
14
17
7
1
3
5
Trident Soft
3
2
Wrigley’s Doublemint
Juicy Fruit
2
2
5
0
Trident Sweet Kicks
1
1
Hubba Bubba
2
0
0
0
Mentos Pure Fresh
Base: Bought today
(130)
(121)
20
Sales
Persuasion: TV has had no incremental impact in Central Vs total coverage but Extra
value sales is ahead by +1.6%ppt in Central Vs total
Total Coverage Regional Breakdown: Total Wrigley Value Sales 8wks of BoC
Trial Vs Previous 8wks
Total Coverage
Central
North East
Yorkshire
Lancs and English Border
East of England
Wales & West
Scotland
London
South & South East
South West
Value Sales Value Sales
8wks to w/e 8wks to w/e Value Sales Value Sales
30.08.08
25.10.08
% Chg
Actual Chg
£33,475,973 £35,498,910
6.0%
£2,022,938
£4,683,708
£4,962,889
6.0%
£279,181
£1,667,537
£1,863,921
11.8%
£196,384
£3,347,114
£3,618,904
8.1%
£271,790
£4,218,481
£4,530,928
7.4%
£312,448
£2,317,537
£2,486,218
7.3%
£168,681
£2,901,990
£3,084,592
6.3%
£182,602
£3,679,405
£3,901,806
6.0%
£222,401
£6,767,387
£7,055,034
4.3%
£287,646
£2,823,748
£2,928,818
3.7%
£105,071
£1,069,067
£1,065,801
-0.3%
-£3,266
Total Coverage Regional Breakdown: Extra Brand : Value Sales 8wks of BoC Trial Vs Previous 8wks
Total Coverage
Central
North East
Yorkshire
Lancs and English Border
East of England
Scotland
Wales & West
London
South & South East
South West
Value Sales Value Sales
8wks to w/e 8wks to w/e Value Sales Value Sales
30.08.08
25.10.08
% Chg
Actual Chg
£23,471,316 £25,064,058
6.8%
£1,592,742
£3,212,558
£3,481,229
8.4%
£268,671
£1,183,046
£1,332,683
12.6%
£149,637
£2,327,567
£2,538,026
9.0%
£210,459
£3,049,774
£3,289,565
7.9%
£239,791
£1,611,033
£1,722,333
6.9%
£111,300
£2,707,079
£2,877,422
6.3%
£170,343
£2,069,054
£2,196,199
6.1%
£127,145
£4,545,611
£4,778,363
5.1%
£232,752
£2,026,240
£2,109,546
4.1%
£83,306
£739,353
£738,691
-0.1%
-£662
Source ACNielsen Answers data: Pre Trial data 8wks to w/e 30.08.08. Trial data 8wks to w/e 25.10.08.
21
Persuasion: Within JS, yoy % growth trends, Tot Wrigley performance is +1.7%ppt,
ahead of control and +2.5% ppt ahead of total coverage but behind total grocery
mults.
YoY Value Sales YoY Value Sales
% Chg 8wks pre % Chg 8wks trial
trial w/e 30.08.08
w/e 25.10.08
Difference
-9.3%
-9.9%
-0.7%
-5.2%
-0.9%
4.3%
11.4%
11.5%
0.1%
6.0%
7.8%
1.8%
Total Wrigley
Total Coverage
Grocery Multiples
JS Control Stores
JS BoC Stores
Wrigley Singlepack
JS Control Stores
JS BoC Stores
-2.5%
-11.9%
-5.2%
-18.1%
-2.7%
-6.2%
Wrigley Multipack
JS Control Stores
JS BoC Stores
19.7%
13.6%
25.7%
20.2%
6.0%
6.6%
Wrigley Bottlepack
JS Control Stores
JS BoC Stores
56.4%
36.0%
34.8%
35.0%
-21.6%
-1.0%
Total Extra Brand
JS Control Stores
JS BoC Stores
18.5%
11.6%
16.5%
10.4%
-2.1%
-1.2%
Total Airwaves Brand
JS Control Stores
JS BoC Stores
-0.1%
-8.6%
13.6%
11.0%
13.7%
19.6%
Total Orbit Brand
JS Control Stores
JS BoC Stores
15.7%
13.4%
7.8%
11.1%
-8.0%
-2.3%
Total Extra Peppermint
JS Control Stores
JS BoC Stores
14.6%
3.0%
23.5%
9.3%
8.9%
6.3%
Has The Performance in
the BoC Stores being
better than the Control
Stores?
Total Extra +0.9%ppt ahead of control
Poor performance in single packs reflects move away from gondola ends (only at Kiosks).
Source ACNielsen DME data to w/e 25.10.08. ACNielsen Answers data to w/e 25.10.08
Sales
22
Sales
Persuasion: Comparing performance in JS pre and during shows total Wrigley
sales in BoC Stores +4.7% pts compared to the remainder of the estate
Sainsburys Stores Value Sales % Chg: 8wks of Trial Vs Previous 8wks
B.O.C
CONTROL
+3.7% pts
+4.7% pts
-2.1% pts
12.1%
+12.5% pts
18.7%
15.0%
7.4%
+5.0% pts
+10.4% pts
29.4%
17.8%
12.8%
5.3%
+4.0% pts
7.8%
-1.8%
•
Wrigley
Singlepack
14.4%
11.8%
1.2%
0.3%
Total Wrigley
+2.6% pts
19.0%
-2.8%
Wrigley
Multipack
Wrigley
Bottlepack
Total Extra
Total
Airwaves
Total Orbit
Total Extra
Peppermint
Total Wrigley Value Sales in BOC Stores increased by +12.1% in the 8wks of the trial
compared to the 8wks prior.
– This is +4.7% higher than the increase achieved by the remainder of the estate.
– If rolled out nationally a +4.7% would be worth +£744k in JS p.a.
• Alternatively if rolled out to the whole Grocery Channel this +4.7% is worth
+£4.6M p.a.
23
Source ACNielsen DME data: Pre Trial data 8wks to w/e 30.08.08. Trial data 8wks to w/e 25.10.08. ACNielsen Answers data to 25.10.08