Juicy Fruit Conceptual Ad Series Case Study

Juicy Fruit Case Study

Anna Litfin & Ciera Hurley

Part 1: Market Research

Part 1: Market Research

Section 1: Overview of Juicy Fruit

Overview of Juicy Fruit

Juicy Fruit is owned by Wrigleys gum, the biggest gum company in the world. Wrigley’s gum sales are more than double than their leading competitor which is Kraft foods, who owns Trident gum. Wrigleys own many different gums such as Big Red, Spearmint, 5, Altoids, Hubba Bubba, Juicy Fruit and many more.. Their headquarters are in Chicago, IL where the company was started. Wrigleys was bought by MARS in 2008 for $23 billion and the company is still currently owned by MARS.

Background of Juicy Fruit

William Wrigley Jr. started Wrigleys gum in Chicago, IL in 1891. At first the company had nothing to do with gum, instead they started out by making their own gum and baking powder. The following year after starting the company they decided to start packaging gum. As gum had become more popular than baking powder. Wrigleys introduced Juicy Fruit in 1893 and ever since then it has been one of the most popular gums in the world.

Mission of Juicy Fruit

Wrigley’s gum believes in making the world smile. They believe better moments make the world smile, therefore it is their goal to put out products that will make consumers happy, thus putting a smile on their face. They also believe in giving people opportunities in life to flourish, making the world an overall better place.

Local Target Demographics/Audience of Juicy Fruit

Wrigley’s gum, Juicy Fruit in particular, has always marketed themselves towards the younger demographic. Thus making

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their target market from the ages of 3 to 11. This is very different from other gum companies who target more towards the older crowd. Juicy Fruit has a sweet flavor replicating banana and pineapple, which makes the gum appealing to the younger crowds. On top of that their bright packaging grabs the children’s eyes when they see that yellow wrapper. In the 1990s sales were dropping for Juicy Fruit so the company fought to find out why. Their advertising was not up to par with competitors so the company put out a new advertisement campaign. The theme of the commercials were “Gotta have Sweet” which was targeted towards teenagers, after this commercial started rolling on televisions they saw great success. Juicy Fruits sales rose by 5% in the following year. That is when Juicy Fruit fully committed to marketing towards teenagers and children.

Competitors of Juicy Fruit

Major competitors for juicy fruit would be other gums also owned by Wrigley gum or MARS inc. in general. Such as Hubba Bubba which is another gum that has teenagers and children as their main target audience. Although if you look outside of Wrigley’s brands like Double Bubble which children enjoy is a major competitor. Other competitors would be Bubble Yum, AirHeads gum and more.

Unique Selling Points of Juicy Fruit

Juicy Fruit is unique because it has been around for such a long time. It has been around since the 1800s so they have made a strong name for themselves and they are respected as an iconic gum around the world. Juicy Fruit also has a unique flavor. It replicated the taste of banana and pineapple, whereas other gums typically have the flavors of peppermint, cinnamon, or even cotton candy. The bright yellow packaging speaks for itself as they are easy to pick out and bring in the buyer.

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Strengths/Weaknesses of Juicy Fruit

A strength of Juicy Fruit is just how iconic the name is; everyone knows Juicy Fruit and they are well loved. They have a strong memorable logo and branding. The bright yellow with hints of blue and red is easy to see and pick up off of a shelf. A weakness would be their current advertisements and social media presence. Juicy Fruit has not posted on social media since 2019, which can make them seem out-of-touch to the younger generation which is their target audience. Their lack of presence on social media could be detrimental to their brand as it gives competitors room to gain a stronger social media following.

Section 2: Conceptual Ad Series Overview & Analysis

Purpose of Conceptual Ads

Conceptual ads seek to bring about brand awareness, loyalty, memorability, or positive associations in consumers’ minds, rather than necessarily focusing on the details of a specific product. Their goal is either to inform, entertain, raise awareness about a certain issue, or communicate shared values with the audience.

One Example of Each Type of Conceptual Ads

1.) To Inform

Juicy Fruit - Home. (n.d.). Facebook. Retrieved October 3, 2022, from https://www.facebook.com/juicyfruit/

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This ad is conceptual because it doesn’t describe the product beyond the short, simple statement, “A sweet piece of fun.” It doesn’t explain ingredients or even flavor. It’s simply informing the audience of what Juicy Fruit as a whole is.

2.) To Entertain

Juicy Fruit Ad - (2000) by TheYoungHistorian on DeviantArt. (2021, April 6). DeviantArt. Retrieved October 3, 2022, from https://www.deviantart.com/theyounghistorian/art/Juicy-FruitAd-2000-875477344

This “vintage” 2000 Juicy Fruit ad seeks to entertain its target audience of younger-than-20-year-olds (specifically ages three to 11) with a humorous illustration portraying the idea that even someone rowing off of a waterfall is in need of Juicy Fruit.

3.) To

Raise

Awareness (displayed on next page)

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Benea, M. (2016, January 6). 16 Environmental Awareness

Banner Ads. Creatopy. Retrieved October 3, 2022, from https:// www.creatopy.com/blog/environmental-ads/ This ad’s goal is to raise awareness for environmental issues that are causing various species to go extinct, by claiming that while it’s “horrifying” to see a shark in the water, what’s “more horrifying” is the absence of any life at all.

4.) To Share Values

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“Allen Values” Ad Series. (n.d.). Laz Creative. Retrieved October 3, 2022, from https://lazcreative.com/work/allen-company-investmentsallen-values-ad-series/ This ad for the investment firm Allen & Company highlights the shared values of family, specifically focusing on how “the bottom line isn’t a number, it’s a father and his little girl” spending time together.

Section 3: Analysis 1: Evaluation of a Past Conceptual Ad Series by Juicy Fruit

Images of the Series

2000 Wrigley’s Juicy Fruit Chewing Gum Gotta Have Sweets

Original Print Ad. (n.d.). eBay. Retrieved October 4, 2022, from https://www.ebay.com/itm/115465696436

Wrigley’s Juicy Fruit: Gotta Have Sweet? Bungee Jumping: Great

Original Print Ad! (n.d.). Amazon.com. Retrieved October 4, 2022, from https://www.amazon.com/ Wrigleys-Juicy-Fruit-Jumping-Original/dp/B007F4W0OS

Wrigley’s Juicy Fruit: Gotta Have Sweet? Dungeon Scarabs

Booby-Trap: Great Original Print Ad! (n.d.). Amazon. com. Retrieved October 4, 2022, from https://www. amazon.com/Wrigleys-Juicy-Fruit-Booby-Trap-Original/dp/ B007F4BDSW

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Type of Conceptual Ad

This ad series was created to entertain.

Target Audience

The target audience was teenagers and children in the early 2000s.

Strategy (Challenges/Goals)

Juicy Fruit had the goal to boost their sales in the late 1990’s and the early 2000’s. That is when they came out with this ad campaign called “Gotta have Sweet.” They aimed to pull in teenagers and children with their crazy graphics that made audiences smile and persuaded them to buy Juicy Fruit, since their mission statement talks about how their goal is to make their customers smile. They succeeded as this ad series boosted sales by over 5% in just the first year after the campaign started.

Tactics (Media Used & Visuals Implemented)

This ad series involved many different types of advertisements like the posters which you see in the images, as well as television commercials, all with the same vibe and quote that said “Gotta Have Sweet.” They used funky and out-of-the-box graphics to entertain viewers with bright colors like yellows, greens, and blues. The advertisements were also very busy with landscapes, animals, and big expressions.

Successes/Failures

This conceptual ad series was a great success. The goal was to entertain, and they accomplished that as even when I look at the ad 20 years after it was produced, I am still entertained. They also succeed in selling more of the product that was advertised. Overall, there were no noticeable failures of this ad campaign as it reached its goals in entertaining and boosting sales.

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Personal Analysis/Critique of the Series

Overall, I really enjoyed this ad series. I thought it was very innovative and fun, especially considering that these ads came out in 2001. This was more of the style at the time and is what the younger generation gravitated towards. I enjoyed how unique these posters were, as well as how detailed the illustrations were. Every time I looked at the posters, new details would pop out at me that I had not noticed before. I enjoyed how fun the posters were, and they are so loved that even today prints of them are still for sale on eBay because of how much laughter they bring.

Section 4: Analysis 2: Evaluation of a Conceptual Ad Series by a Competitor

The primary competitor of Wrigley Gum is the brand Ford Gum, creators of the “Big League Chew” bubble gum as well as of gumball machines.

Images of the Series

Vintage Ford Gum Gumball Machine Advertisement Ad Topper

Complete Ad Frame. (n.d.). eBay. Retrieved October 3, 2022, from https://www.ebay.com/itm/143914619130

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2 Jerry’s Kids MDA Decal Ford Gum Ad Frame Globe Topper Gumball Vending Machine. (n.d.). eBay. Retrieved October 3, 2022, from https://www.ebay.com/itm/165426162874

Type of Conceptual Ad

These ads communicate shared values by being posted on top of gumball machines and emphasizing that a percentage of the machines’ gross sales would benefit nonprofits such as “Local Civic Activities” or the local “Muscular Dystrophy Association.” The values associated with the brand include charitableness, selflessness, and humility.

Target Audience

The target audience is anyone who buys Ford gumballs from their gumball machines – adults buying either for themselves or their children.

Strategy (Challenges/Goals)

The strategy behind this ad series is to encourage customers to buy from the gumball machines because they can rest assured that at least part of their money is being put towards a positive

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end. The goal is to help ease any feeling of “selfishness” or “indulgence” buying gum from a machine, while also creating positive associations with the brand of Ford. The challenge here, however, is to accomplish this goal without appearing to have ulterior motives on Ford Gum’s part.

Tactics (Media Used & Visuals Implemented)

The media used to communicate these messages were small silver “globe toppers” attached to the top of the gumball machines, where anyone buying the gum couldn’t help but see them ( Jerry’s Kids MDA Decal Ford Gum Ad Frame Globe Topper Gumball Vending Machine, n.d.).

Successes/Failures

While no information could be found on the globe toppers specifically, Ford Mason, the founder of Ford Gum, had noticed in starting his company that “Most gum machine operators were more interested in making money than satisfying customers. Vending machine gum was of such poor quality that most people would buy once and never again. Machines often took coins without dispensing merchandise. Ford realized that success meant giving customers their money’s worth... Ford quit the roofing business and devoted all his energy to selling gum.” Since then, Ford Gum has become “a leader in the manufacture and distribution of gum balls and gum ball machine banks… One of Ford Gum’s signature products is Big League Chew®, the iconic shredded bubble gum brand. It is the #1 shredded bubble gum brand in the world, with over 800 million pouches sold,” so Mason Ford’s unique machines have undoubtedly been successful (About Ford Gum, n.d.).

Personal Analysis/Critique of the Series

My critique of the series would be that the seemingly selfless

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ads may actually be somewhat self-interested in aiming to boost the perception of the brand and even its sales. However, to be fair, those goals are an inevitable aspect of for-profit businesses, and the fact that Mason Ford was willing to donate any money to local charities at all is admittedly respectable.

Citations from Text

About Ford Gum. (n.d.). Ford Gum. Retrieved October 3, 2022, from https://fordgum.com/about

2 Jerry’s Kids MDA Decal Ford Gum Ad Frame Globe Topper

Gumball Vending Machine. (n.d.). eBay. Retrieved October 3, 2022, from https://www.ebay. com/itm/165426162874

Part 2: Project Brief

Part 2: Project Brief

1. Purpose of Ad Series

The purpose of this ad series is to attract new customers to Juicy Fruit. This is such an iconic brand in America, but it is in need of new advertising tactics. Our goal is to reach the younger generation that are a part of Gen Z. We hope to grow Juicy Fruit’s social media presence by creating fresh, fun, and attention-catching graphics.

2. Concepts Brainstormed

We have brainstormed a multitude of ideas of how to market and advertise Juicy Fruit to Gen Z. One concept would be treating the canvas of the advertisement itself like a stick of unwrapped Juicy Fruit gum—a thin rectangle that would appear to be covered in silver foil like their sticks of gum are. Then, phrases like “Flavor you can’t wait to unwrap”—or even something as simple as “Yum,” “Smile,” or a heart shape to be even more conceptual—would look as though they were cut through the foil so that the gum would show through underneath. This would capitalize on Juicy Fruit’s signature yellow color to their gum (as opposed to white or pink like most brands), which is one of their unique selling points.

Another concept we considered is to incorporate funky, colorful typography that almost looks as though it were made out of “bubbles,” as a nod to the gum and an effective tactic to bring in new audiences. Including bold text would be a way to add the clean lines concpetual art is known for, but at the same time stand out amongst competitors through bright, vivid colors that would attract the brand’s younger target audience. In that, we would of course make sure to include the classic yellow Juicy Fruit color to tie in just how loved the Juicy Fruit company has been for many years, and how this shade of yellow has always been the center of that.

Part 2: Project Brief

A third possibility we considered was to work with quirky, bright-colored and animated imagery, playing with proportion, scale, and realism to enhance the message. Older Juicy Fruit ads would show children doing different activities such as bungee jumping or kayaking while reaching for Juicy Fruit. Being inspired by these same conepts but simplifying them— again, on a solid yellow background—so that they stand out in a more conceptual way would be eye-catching as well, especially for the younger target audience. A hypothetical example of this could be an (animated) child riding a bike along a road on a simple background, except the road would look like a stick of Juicy Fruit gum. Another idea could be a diving board that looks like the gum, with the idea of diving into flavor.

After considering these different options, we have decided to do a combination of the fun imagery alongside bright colors and typography to most effectively reach our audience and stand out from the crowd. For instance, we want to include a person doing some form of fun activity, such as dancing or riding a bike, on a solid-colored background with a bubbly phrase similar to, “Juicy flavor that moves with you.”

3. Tone, Message, and Style

The tone and style we are going for in our Juicy Fruit ad campaign is full of fun and youthful vibes, as that is what most differentiates the brand from others like Trident, which are more cool and serious. Bold colors and strong typography will help us accomplish these goals while still honoring Juicy Fruit’s branding. We will include the yellow color as the primary background on our ads, as well as a quote or slogan sitting on top of that yellow in a unique font that will grab the viewer’s attention and persuade them to buy a pack of Juicy Fruit. We want our message to be, above all, that Juicy Fruit is full of flavor and fun.

Part 2: Project Brief

4. Sample Promotions from Juicy Fruit and Competitors

Sample promotional material from both Juicy Fruit and its primary competitor, Trident, are placed below and on the following pages.

Adweek. (n.d.). Wiktionary. Retrieved October 16, 2022, from https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww. adweek.com%2Fbrand-marketing%2Fjuicy-fruit-wantsconsumers-to-choose-a-new-version-of-its-famously-suggestive-ji ngle%2F&psig=AOvVaw2TSF5NWpGGI9LPo74VGDLf&ust=1666057794597000&source=images&cd=vfe&ved=0C

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TheOfficialHalie - Represent J.A ft. Chris Money. (2016, February 19). YouTube. Retrieved October 16, 2022, from https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww. al.com%2Fbargain-mom%2F2010%2F06%2Fget_3_trident_ gum_printable_co

Part 2: Project Brief

Part 2: Project Brief

5. Mood Board (Continued) — Citations

1. Quint, S., & Biehle, M. (n.d.). 71 brilliant and inspirational ads that will change the way you think. Canva. Retrieved October 17, 2022, from https://www.canva.com/learn/ clever-advertising/

2. (n.d.). Wikipedia. Retrieved October 17, 2022, from https://i.pinimg.com/originals/44/ee/ e4/44eee49ebfa35db6660d7ad8e0626036.jpg

3. (n.d.). Wikipedia. Retrieved October 17, 2022, from https://i.pinimg.com/originals/b6/fe/f5/ b6fef5875fe84b409a4445e9704a1425.jpg

4. (n.d.). Wikipedia. Retrieved October 17, 2022, from https://i.pinimg.com/564x/58/ e9/16/58e91664ce17552d226cd0a954b7cce8.jpg

5. (n.d.). Wikipedia. Retrieved October 17, 2022, from https://trixiecosmetics.com/products/blush-trixie-stix-ba by?variant=39712250855499&pp=0&epik=dj0yJnU9VX dmTlJCYS1IdGozZnFpQW9mXzVjQlFUOUxFNWZT MXQmcD0xJm49cHFFbE9rTGRWczZrUG51RXYtakh qUSZ0PUFBQUFBR05OVVIw

6. TheOfficialHalie - Represent J.A ft. Chris Money. (2016, February 19). YouTube. Retrieved October 17, 2022, from https://www.pinterest.com/pin/66920744453343161/

7. TheOfficialHalie - Represent J.A ft. Chris Money. (2016, February 19). YouTube. Retrieved October 17, 2022, from https://i.pinimg. com/564x/2f/28/0c/2f280c78242d762ec86e86e15560fa47. jpg

8. Zaech, J. (2018, November 19). Cobbler Typeface by Juri Zaech. Dribbble. Retrieved October 17, 2022, from https:// dribbble.com/shots/5573252-Cobbler-Typeface

9. TheOfficialHalie - Represent J.A ft. Chris Money. (2016, February 19). YouTube. Retrieved October 17, 2022, from https://www.pinterest.com/pin/443112050848410826/

Part 3: Final Solution

Part 3: Final Solution

1. Thumbnails

The following thumbnails are brief sketches of the most initial ideas for the ad series.

Part 3: Final Solution

2. Roughs

Here our top selections of thumbnails have been developed into more detailed yet still incomplete versions as roughs:

Part 3: Final Solution

3. Comps

Here several of the rough ideas have been improved upon even further as comps:

Part 3: Final Solution

Part 3: Final Solution

4. Final Solution

These images comprise our final solution to the ad series:

Part 3: Final Solution

Part 3: Final Solution

Part 3: Final Solution

5. Mock-up

Finally, the following is what one of our ads would look like published in a magazine: