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Sticking to his Dreams: Wrigley Jr. Makes a Go of His Gum

Article Overview: When Wrigley Jr. was expelled from school at the age of 13, his parents were worried about what would become of him. But, once the rebellious young boy started devoting himself to his father’s soap manufacturing business, they saw a new potential. Little did they know that he would go on to become one of the richest men in the world, with an accompanying world famous name to boot. How did he do it?

Sticking to his Dreams: Wrigley Jr. Makes a Go of His Gum

When Wrigley Jr. was expelled from school at the age of 13, his parents were worried about what would become of him. But, once the rebellious young boy started devoting himself to his father's soap manufacturing business, they saw a new potential. Little did they know that he would go on to become one of the richest men in the world, with an accompanying world famous name to boot. How did he do it?

Premiums: By the end of his career, Wrigley Jr. had given away everything from lamps and razors to cookbooks and fishing tackle as promotions for his products. In fact, his premium system had worked so well that Wrigley Jr. even published several premium catalogs in order to let customers choose which one they wanted when making a purchase. Wrigley Jr. understood the customer, and gave them what they wanted before they even knew it.

Restraint: Wrigley Jr. might have had short-term business plans, but they were all linked together in his long-term vision. When it came to making profits, Wrigley Jr. was ready to sacrifice the present for long-term gains down the road. By practicing restraint, Wrigley Jr. was able to take risks where others were not, and reap the rewards.

Advertising: Advertising to Wrigley Jr. meant newspapers, meant magazines, meant billboards, but it also meant so much more than that. Whether it was plastering his gum in buses across the country, or sending everyone in the phone book a free sample, Wrigley Jr. used whatever creative means he could think of to get his name out there.

Quality: If Wrigley Jr.'s name was on it, you knew it had to be good. That was the reputation Wrigley Jr. had throughout his career, and one he carefully built up by ensuring that he was creating the best product he possible could. From hiring the best baseball players, to building the most memorable building in New York, Wrigley Jr. never stopped maintaining the highest standards of quality.

Leadership: Wrigley Jr. worked hard to be an effective and strong leader. He transferred enthusiasm and passion onto his employees, he promoted fair on-the-job treatment of staff, and showed everyone around him that he was fearless. People knew that if Wrigley Jr. had the courage and perseverance to withstand anything, so could his company.

Throughout Wrigley Jr.'s tenure at the top of the company, he kept the same five cent price tag for a package of gum. Despite all the other changes he made with regards to flavor, ads, and promotions, that was one thing that Wrigley refused to change. It was not until 1971, that the company was forced to abandon its founder's price tag.

Following Wrigley Jr.'s death, the company was kept in the family under the leadership of Wrigley's son, then grandson. It survived a difficult period during World War II but re-emerged successful to once again reign as the best-selling chewing and bubble gum company in the world.

Related Articles
  Lesson #5: “It's who you are as an organization that makes everything possible.”
  Lesson #4: “Even in a little thing like a stick of gum, quality is important.”
  Chewing Off a Piece of Success: Wrigley’s Gum Starts to Taste Even Sweeter
  Lesson #3: “Tell ‘em quick and tell ‘em often”
  The Father of Chewing Gum: The Early Years of William Wrigley Jr.

Article Tags: advertising advertising, baseball players, billboards, buses, business plans, cookbooks, fishing tackle, gum, lamps, long term vision, manufacturing business, phone book, plastering, premium system, premiums, quality leadership, razors, richest men in the world, term business, wrigley jr



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