Wm. Wrigley Jr. Co.’s new pellet gum might be only a small blip on the screen, but the Chicago-based firm is hopeful future sales will substantially eclipse current volume.
Eclipse, as a matter of fact, is the name of this gum that moved into the initial phase of national distribution in May.
Wrigley has sold pellet gums outside the United States, including an Excel brand now in Canada.
The American introduction of Eclipse might be viewed as a shift in strategy, with Wrigley not only taking on other pellet and high-intensity gums, but minty confections as well.
While complete numbers are hard to come by–Eclipse has distribution in 80 percent of the country–sales figures from Information Resources Inc. are decent and there are some upbeat reports from retailers.
IRI tracked Eclipse as a $5.6 million business for a recent 52-week period, largely from distribution in supermarkets, drug stores and mass merchandisers. Total Eclipse sales, however, may be in the $15 million to $20 million range, including all retail outlets, sources say.
“Wrigley’s expectations on Eclipse were high and so were ours,” says a top retailer. “We haven’t been disappointed.”
Eclipse, which comes in winterfresh and spearmint flavors, so far has been incremental business for Wrigley, which sells 50 percent of the $2 billion-plus U.S. chewing gum market, sources indicate.
Nevertheless, Wrigley still faces problems in gaining further distribution, industry observers say.
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Eclipse carries a preset price on the packaging, a sore point with retailers who would like to bump up the price for better profits. Says one: “We wish they’d get rid of the price sticker.”
But with BBDO Chicago-created advertising having recently kicked in–an estimated outlay of $8 million to $10 million–through year-end, Eclipse’s prospects look fairly good for Wrigley, whose overall gum business is a bit better than flat.
Now, if Wrigley and executive recruiter Russell Reynolds Associates can wrap up what’s been a nine-month search for a new senior vice president-Americas the brass will be much happier in Wrigley Building HQs on the Magnficent Mile.
Hoover D-Day nears: Leo Burnett Co. and J. Walter Thompson USA Chicago make presentations Monday, followed by Foote, Cone & Belding Chicago on Tuesday, as Hoover Co. wraps up a competition for its $25 million-plus ad account. Hoover, based in Canton, Ohio, might have a decision this week. Burnett and JWT appear to have the best shot, though FCB can’t be ruled out.
Cotherman moves up: Scott Cotherman, president-CEO of Corbett Interconnect, also was named to the same posts at the parent, Chicago-based Frank J. Corbett Inc., a health-care communications arm of publicly held Omnicom Group. Cotherman assumes the CEO post formerly held by John J. Fisher, who continues as chairman of the parent while focusing on global growth. Frank J. Corbett Inc., which also
includes Potentia Partners and Pragmaton, has total annual capitalized billing of $150 million. Separately, Tim Lindsay, recently manager of marketing research at Navistar International, Monday becomes director of marketing research at WMS Gaming, manufacturer and marketer of electronic slot machines. Other personnel: Margaret Rimel to director of marketing and communications at Community Health Services . . . Helaine B. Meyer to a merchandising manager, EGS Electrical Group, Skokie.
– Howard Liszt, CEO of Minneapolis-based Campbell-Mithun-Esty, is stepping down at year-end, a move described by the agency as retirement. Liszt will remain a consultant through 2000. Bill Dunlap, agency chairman, will re-assume the CEO post, following rumors of a management change at the agency.
Strictly Personal: Birthday greetings to McDonald’s franchisee Paul Clark, 50; Christie Ann Hefner, 47; personal trainer Kim Annolino, 26; Paul Franklin, 39 (20th Century syndication); Steven M. Janssen, 39 (Moody Bible Institute); trader Michael Land, 38; Susan M. Bartha, 51; Vern E. Whaley, 92; Sharon M. Hastings, 33; and adman Bob Faulkner, 65.
– Easter Seals, a national organization based in Chicago, picked Edelman Public Relations Worldwide Chicago for strategic marketing counsel on a pro bono basis and a fee arrangement.