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Wrigley 2013 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Food, Snacks, Confections, Candy
Below: Before and After Images in Slide Show, Summary, Credits

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Wrigley -


Industry Setting
Wrigley is a leader in confections with a wide range of product offerings. The brand was acquired by Mars, Inc., one of the world’s largest food companies, in 2008.

After its acquisition by Mars, Wrigley sought to transcend its perception as a gum manufacturer to become a consumer-oriented confectionery company. The brand had reached ubiquity in developed markets, and was pursuing a strategy of future growth in emerging markets like China and India. With a goal to reach $10 billion in sales, Wrigley needed a cohesive, compelling vision for its new corporate strategy.

To grow in new markets, the brand needed to unite its international workforce around a truly global vision. Through workshops with key stakeholders worldwide, we discovered that the Wrigley essence lives in its commitment to ubiquity, creativity, and universal wellbeing. This became our base in creating a new vision for the brand: “Creating Simple Pleasures to Brighten Everyone’s Day.”

We developed a verbal and visual system that expresses this vision through the vibrancy of Wrigley’s imaginative and optimistic personality, as well as the vitality of its product brands. With a friendly and approachable wordmark and an arrow that pays an evolutionary nod to Wrigley’s former logo, we speak to the vision for the brand’s future. The bold pinks, blues and oranges of the overall color palette, and the experience cues—graphical elements that capture rich flavors and sensations—work together to capture the joy Wrigley’s products bring.

The repositioning and clearly articulated vision led to the highest employee engagement scores in Wrigley’s history. To the rest of the marketplace, these new elements signal their brand transformation and spur the organization’s growth in global reach and breadth of offerings. With an engaged global workforce, and a market inspired by the new articulation of the brand, Wrigley’s goals of growth and global ubiquity are within reach.


Client: Wrigley -

Brand Strategists/Designers - Agency: Interbrand -

Chief Creative Officer: Andy Payne
Executive Creative Director: Chris Campbell
Creative Director: Jason Brown
Senior Designers:
Chris Kline
Ronan Tiongson

Associate Director, Verbal Identity: Caitlin Barrett

Senior Program Managers:
Taamy Amaize
Michael DiLuccio

Executive Director, Strategy: Liz Englesen

Senior Managers, Brand Management Systems:
Lauren Thebault
Jahaun Umar
Specialist, Brand Management Systems: Annie Ruddy


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