Benefits of Chewing

CLT Update

December 15, 2005

2

BoC Team

Benefits of Chewing Core Team:• Kelly McGrail• Steve Zibell• Shari Matras

Exec. Steering Committee:• Ron Waters• Surinder Kumar• Ralph Scozzafava• Susan Henderson

Extended Team Members:• Carol Knight• Emerita Alcantara• Dave Cai• Barbara Zibell• Chris Perille• Jo Hartop• Jennifer Wu• Catherine Pemberton• Alex MacHutchon• Jutta Reitmeier• Leslie Clarke• Jami Guthrie• Simon Garry• Richard Parkinson

3

Key Principles

• The Benefits of Chewing (BoC) platform is a major initiative that, over time could change the way our global consumers think about chewing gum.

4

Objectives and Migration Path

IncreaseAwareness

Enhance Believability

ImprovePerceptions

2005 2006 2007 2008 2009

• Increase consumption of chewing gum

• Increase acceptance of gum chewing

• Increase believability of benefits

• Establish an “emotional” connection

• Increase Wrigley loyalty

• Proactively defend against negative perception/attacks

IncreaseConsumption

• Must be a consistent, multi-year effort.

• Science has to lay the foundation for and stay ahead of any PR or communication efforts.

• The effect is cumulative over time.

• Gains will be more qualitative early on.

5

Key Principles

• The Benefits of Chewing (BoC) platform is a major initiative that, over time could change the way our global consumers think about chewing gum.

• Credibility is paramount to the success of the program.

• All aspects of the program, from pursuing the science, to communicating with our target audiences (advisors, influencers, media and consumers) must be executed in a thoughtful, consistent and credible way.

• Key teams must work together in alignment across

functions and geographies to further communication outreach and research.

6

Perceived Changed In Chewing Frequency VS One Year Ago

Percent of gum chewers 12 years or older in each case

Q9. Compared with one year ago, would you say you are now chewing gum…?

11%

12%

10%

18%

16%

20%

10%

11%

10%

6%

7%

6%

United States

Canada

UK/Ireland

Far Less A Little

LessA Little

More

Far More

Less Often More OftenNet

More-Less

-13%

-10%

-14%

7

23%

8%

6%

5%

2%

8%

5%

4%

4%

3%

Reasons For Chewing Gum Less Often

Reasons:

Don’t Think About It

Sticks To Dentures/Crowns

Difficult Because Of Dentures

Hurts Teeth

Don’t Like It/Feel Like It

Makes Jaw Sore

Prefer The Mints

Is Unattractive/Unprofessional

Loses Flavour Quickly

Bad For Teeth

United States Canada UK/Ireland

22%

7%

4%

3%

2%

6%

3%

4%

3%

2%

1%

2%

3%

1%

26%

2%

5%

4%

4%

2%

Percent of gum chewers in each country who claim to chew less often than one year ago

Q10. What reasons do you have for chewing gum (far more often/a little more often/a little less often/far less often)?

8

Initial pillars or areas of concentration cut across multiple disciplines

Plausible and relevant to consumers

Breadth of Exploration

• alertness• concentration • memory

Cognitive Benefits

Weight Management

Oral CareStress Relief

9

Dual-Track Communication Program

2007200720052005 20062006 20082008 20092009Laying the Foundation Building Momentum Enhancing Credibility Gaining Endorsement Making the Claim

Co

nsu

mer

s/M

edia

Co

nsu

mer

s/M

edia

Pro

fess

ion

als

Pro

fess

ion

als

10

Wrigley Science Institute (WSI)

Executive Director – Gil Leveille, PhD, Internationally recognized leader in the field of nutrition and food science

WSI Soft Launch – Week of Nov. 7– Sent press release to key strategic professional publications – Leveraged our successful alignment with Gil

Advisory Panel - Inaugural Meeting December 7 & 8– Successfully recruited 9 internationally-recognized members from a variety of fields

including nutrition, medicine, psychology, oral care and food science – Plan to reach out to media in early January to further establish WSI

Critical Path Planning for Research– Created migration paths for benefits messaging and aligned with anticipated research needs– Validating message migration with consumer research

Influencer Outreach– Leverage database of influencers across variety of fields to help promote benefits with

professional community

11

WSI – American Dietetic Association

American Dietetic Association Meeting in October• Hosted symposium “Something new to chew on: Research

goes beyond oral health” as delivered by Molly Gee, Emerita Alcantara and Marion Hetherington

• Approximately 9,000 registered dieticians in attendance

12

News Bureau

Goals/Objectives • Establish Wrigley as the “go to” source for

information related to Benefits of Chewing• Use media to build relationships with

consumers and connect Benefits of Chewing with real world lifestyles

• Generate news and talk value • Create tools and universal messaging

housed on shared extranet that can be tailored by global partners

Strategies • Partner with credible spokespeople linked to

benefits (wellness coaches, educators, dieticians)

• Tie messaging to lifestyle events:– Stress around exams– Weight management around the holidays

13

Media Measurement and Analysis

14

News Bureau

Avoiding the Mindless Munch Around the Holidays

Total Media Impressions 21 Million!

• Audio News Release/Radio Media Tour with Molly Gee, RD (Nov. 15)– A survey by Wrigley showed that 72% of

Americans find it difficult to maintain a diet during the holidays.

– One way to help stay within the recommended calorie guidelines during the holidays is to chew gum as a diversion from high-calorie snacks when traveling or while preparing meals.

15

News Bureau

Healthy Living Through the Holidays

16

Incremental Public Relations

University/college students• Incidence of chewing gum peaks at 17• University population age 18-22: 16.5 MM/U.S.,

3.5MM/Canada

17

Strategic Partnership

Trusted education expert• The Princeton Review

– Trusted expert. Works with more than half of students applying to U.S. universities and graduate schools each year; 1.6 million unique visitors use Web site monthly

• Princeton Review online Study Hall – Wrigley featured Study Break linking to tips and

fun facts about gum and studying (Dec. 2005-June 2006)

– Links to www.wrigley.com

• Two e-mail campaigns to 100,000 Princeton Review database users (Dec. 2005 and May 2006)

18

Incremental Public Relations

Student survey

• Collect factoids on student study habits for media outreach and materials

– 9,000 respondents from U.S.& Canada

• Of the students that chew gum while studying for exams, 41% say they do so to combat stress and tension while 23% chew to increase focus and concentration

19

Incremental Public Relations

Great grass roots reach! Exceeded our target of 40-60% reach of average enrollment by 23%.

20

Campus Tour – Wrigley Gum Lounge

21

Campus Tour – Wrigley Gum Lounge

“My friend called me up and said I had to come to the

Wrigley Lounge and get a hat.” - Student NC State

“I think gum totally helps me relax and concentrate. I wish all teachers would

allow students to chew gum in class or during exams.”- Student USC

“I know, I chew gum all the time when I’m stressed out, but I didn’t know it

would help me concentrate.”- Studen, OSU

“It’s really cool of Wrigley to come, especially when everyone’s getting

ready for finals and already stressing” – Student UNLV

“Seriously, thanks for all this…I’m gonna sport my Winterfresh hat with

pride all over campus”- Student, NC State

“I believe it (chewing gum) helps with focus and concentration. I

already tell my students to chew gum or suck on hard candy when

they’re taking my tests” - Professor UNLV

“How do I get one of these Winterfresh hats? I’ve seen them all over campus.

- Student OSU

oWhen asked whether he knew that gum helps relieve stress and tension as well as helps increase focus and

concentration, one student replied, “I do now…Geez I’m going to have to

chew a piece of gum 24 hours straight on Monday” NC State

22

Expanding the Buzz Beyond the Campus

Media Outreach • Targeting magazines, papers, radio and internet• Princeton Review spokesperson participating in Satellite Media

Tour (SMT) Radio Media Tour (RMT) and Audio News Release (ANR)

• Surpassed goals:– SMT (28 interviews, 2.3 million impressions)

– RMT (5 million impressions)

– University Program has generated 11 Million media impressions in the US and 6 million in Canada

– GREAT content pick up

23

Incremental Public Relations - Media Outreach

24

Media Coverage Sample

25

Benefits of Chewing Strategy for Success

Science•Support

messaging•Product

development•Influencer Outreach

Consumer Research

•Prioritization target audience

and benefit•Messaging

Alignment with Marketing

•Local execution in alignment with business plans

•Global platforms

Public Relations•Using third party

media and “experts” to

communicate with consumers &

influencers

26

UK PR plan• Established relationship with an agency partner in conjunction

with EMEAI/UK Communications and Consumer Marketing

• Addressing strategy for outreach based on quantitative research

• Immersion session scheduled for January

China PR plan• Provided budgets and outlines of North American executions to

Communications lead, Jennifer Wu,

• Will field quantitative benchmark in 2006 and work together to integrate message strategies and leverage global resources

General• Held briefing with Vaclav Naiman in Czech – December 12

• Report out in events/results, BoC developments at Global Platform Meeting in February

• Present detailed strategy and tactics for 2006 to Steering Committee

• Continue to share news of events/successes/learnings internally

BoC - Globalization

27

BoC Globalization

Wrigley Regional/Country Communications

BoC Core Team

Serve as Foundation

Wrigley Country Commercial Team

28

BoC Extranet

29

BoC Communications Contacts

• Communications Contacts for BoC Team:• Executive Sponsor

– Susan Henderson, VP Corporate Communications

• BoC Core Team/North America– Kelly McGrail, Senior Director, Corporate Relations

• BoC Lead EMEAI – Jo Hartop, Director, Public Affairs & Communications EMEAI

• BoC Lead Asia– Jennifer Wu, Director, Corporate Affairs Director – Asia/China

• BoC Lead Pacific– Catherine Pemberton, Director, Corporate Communications -

Pacific

30

BoC 2006 – Building Momentum

• Budget submitted, tactical plan, benchmarks for success to be presented to Exec. Steering Committee in January

• New research to support and expand messaging• Influencer outreach to build credibility in professional

community • New Bureau activity to create on-going media talk value

and tools that can be leverage globally• Partner with communication/marketing colleagues to

expand global reach of messaging• Establish Wrigley and WSI as go-to source for credible

information about the Benefits of Chewing

31

Together we can give consumers more reasons to

chew!