Kamal Ghorui
Think of walking into a shop to purchase something as straightforward as a canister of baking soda and leaving with a brand-new, lifelong addiction. William Wrigley Jr., in the early 1890s, was penniless in Chicago, armed only with $5 and a suitcase stuffed with soap. He was, by nature, a salesman and knew the one undeniable truth about people: they love getting something for nothing. As part of his strategy to sell more soap, he started giving away free samples of baking soda. When sales of the soda began to exceed those of the soap, he changed tack.In order to maintain the pace and popularity of his new baking powder business, he included two packets of chewing gum with each can. This was a common marketing tactic used during those days as an ephemeral “thank you” gesture to the housewife. What happened next was bizarre: people at the general store counters started asking if they could buy only the gum and leave without the baking powder. Wrigley figured out that he had stumbled upon something far more valuable than what he was planning to sell in the first place.The turning point in modern American marketingIt wasn’t merely luck that enabled William Wrigley Jr. to achieve success; it was his keen observation skills. He knew that the “bonus” item was a lot more successful compared to the actual product. As per the research titled Brand Name America from Boston University, this case study served as the turning point in the development of modern-day marketing strategies by consumer brands.In 1892, he shifted his efforts entirely to the gums, producing famous flavours such as Juicy Fruit and Spearmint. Other business leaders might have hesitated at this point in switching away from the principal product of their companies. Instead, Wrigley relied on data analysis. According to the New York Times article called Wrigley: A 7 Cent Bonanza, Wrigley knew how to promote his product aggressively and through sampling. At one point in his career, Wrigley sent a free stick of gum to every American mentioned in all telephone books in the country. It was a huge risk which paid off. His gamble made a small snack essential for people.
His aggressive marketing, including sending gum to every American with a phone number, paid off. This strategy became a turning point in consumer marketing. Image credit: Missouri Historical Society, via Wikimedia Commons
The foundation of legacy in customer behaviourAs a result of Wrigley’s listening skills, he managed to be the first to hear the changes in American consumer demands. At the end of the 19th century, the U.S. was changing from an economic system based on regional and non-branded products to a nationwide market where each brand would reassure its customers about the quality of its goods and their uniformity. With a careful analysis of his promotions, Wrigley managed to stay one step ahead of all his competitors.This move from being a supplementary product to being a major one altered the retail market in America. It showed that something which is cheap and is consumed frequently could earn more profits than the costly item. The Wrigley’s chewing gum came to represent the new generation of America, which was always in a hurry and full of vigour. The huge factory established by him in Chicago, called the Wrigley Building, is now a testament to how he transformed his whole career path after consuming a free gum.The tale of the Wrigley dynasty serves as a strong lesson for any entrepreneur alive today. On occasion, the greatest asset of your venture may not be what you are working on at the moment. It could be the “little something more” you are offering free of charge. With a bit of adaptability and an eye on your customers’ behaviour, you may discover your very own secret gum pack in a canister of baking soda.When reflecting on this history, it is indeed amazing to learn how such an idea, which occurred to someone at a sales counter, evolved into what we now know as one of the best-known brand names around the world. This just goes to show that sometimes success can be attained by merely noticing something of value in a unique situation.
