Wrigley's Corporation A restructure of Wrigley's
online presence.
Who is Wrigley?
• Wrigley – A division of Mars• Brands like Starburst, Skittles, Five Gum,
Big Red, etc. • Multiple products of candies
The Problem
• All of Wrigley’s products are recognized by their individual name with no association with the name Wrigley.
• This problem is seen throughout all of the facets of online media that Wrigley’s supports
1 + 1 = 3 ?
The Solution
• Take all of the products under the Wrigley’s umbrella and make them unified as one company, but still maintain individual uniqueness throughout.
Who?
• Targeting children between the ages 8-18.
• Parents who hold purchasing power.
• Those who fit in with the above and also hold social media accounts.
How?
• Revamp the website to make it a hub for online traffic, make it appealing.
• Route online traffic towards the Wrigley’s name, not so much a single product.
• Make all social media cohesive.
Utilize Everything!
Website• When viewing the
website, make sure the name is synonymous with products.
• Make the website appeal to children who consistently surf the web.
• Make the website new from the corporate site.
Social Media
• Adopt an account with the same name, across all platforms.
• Drive content to be user-generated.
• Plethora of info from one account.
• Avoid brand separation.
When?
• ASAP! • Get the bloggers started• Jam the direct mail lists with messages • Don’t become over bearing.
Use This
Evaluate
• Monitor social contact with Wrigley over time to see if people are recognizing the brand or still the individual products.