Wrigley Healthcare is modifying its marketing strategy for Surpass antacid gum to increase consumer trials of the product after its introduction resulted in lower than expected sales.

The company's 2001 annual report attributes the disappointing sales of Surpass to "the difficulty and longer-term nature of initiating a consumer behavior change - moving from familiar liquids and tablets to a chewing gum for the answer to heartburn."

However, with consumer feedback indicating Surpass has produced positive results in treating heartburn, the Wm. Wrigley Jr. Company noted it remains confident of the product's potential.

The firm is "now in the process of adjusting the marketing mix and taking other steps to increase consumer trial to give Surpass its best chance of success," the annual report says.

The new strategy will include increased couponing, stepped up distribution of free samples and introduction of a five-count package to boost the antacid gum's sales, Wrigley said.

Advertising for Surpass also will take on a new look. Instead of the previously playful commercials focusing on the gum's taste, Wrigley said future ads will be more serious, focusing on clinical data describing the gum's ability to relieve heartburn attacks.

The original ad campaign, designed by DDB Corbett (Chicago), broke in mid-April 2001 following the gum's launch in February (¹ Also see "Wrigley Healthcare's Surpass Antacid Gum Shipping Feb. 19" - Pink Sheet, 19 February, 2001., p. 8). However, according to data from Chicago-based Information Resources, Inc., Surpass captured only a .6% share of the antacid market (excluding Wal-Mart) for the 52 weeks ended Jan. 27, 2002.

The new Surpass ads, also designed by DDB Corbett, will begin prior to the end of the first quarter, Wrigley said.

Labeling for "fast-acting" Surpass, which contains 300 mg calcium carbonate per piece, includes both "Drug Facts" and "Supplement Facts" boxes.

The ² Surpass Web site says the gum's "outer shell is ingested in seconds, offering a quick release of calcium carbonate." The ingredient "works quickly to neutralize the acid that causes the pain and discomfort of heartburn or acid indigestion," and "the chewing action of gum stimulates the body's natural acid fighter - saliva," the site claims.

Ads for Orbit White , another Wrigley specialty gum, are slated to begin in March. Based on its experience with the Surpass brand, the company could opt to focus on clinical data in upcoming Orbit White ads, stressing the product's efficacy over its taste.

Available in spearmint and peppermint flavors, Orbit White began shipping in the fourth quarter of 2001.

The sugar-free gum comes in 12-count, envelope-style pouches that sell for $1.49 each. Orbit White is the first product to come out of the licensing agreement between Wrigley and Procter & Gamble (³ Also see "P&G, Wrigley Chew On Future Oral Care Gum Products" - Pink Sheet, 13 August, 2001., p. 5).

Under the agreement, P&G's Crest Dual Action Whitening logo is featured on the gum's principal display panel. Although Wrigley manufactures and markets the product, P&G is helping expand the gum's distribution from checkout aisles into the dental care sections of stores.

"Orbit White is the first of several products to be produced at our new U.S. manufacturing facility - Wrigley Phoenix - that came to us as part of the acquisition of the chewing gum assets of Gum Tech this past summer," Wrigley notes in its annual report ⁴ Also see "Wrigley" - Pink Sheet, 19 March, 2001., In Brief).

Like GlaxoSmithKline's Aquafresh Dental Gum, Orbit White is positioned as a food. The product's labeling carries the "Nutrition Facts" box and does not differentiate the ingredients as either active or inactive (⁵ Also see "Aquafresh Gum, Lozenges Carry "For Oral Care - Anytime, Anywhere" Tagline" - Pink Sheet, 15 May, 2000., p. 4).

The ⁶ Orbit White Web site states that, although the gum "helps in keeping a natural whiteness of teeth...it cannot whiten your teeth." Product labeling does not contain any tooth-whitening claims besides the Orbit White name and the licensed Crest Dual Action Whitening logo.

Other competitors in the dental gum category include Church & Dwight's Arm & Hammer Dental Care Gum and Pfizer/Warner-Lambert's Trident Advantage.

Surpass Antacid Gum Marketing Strategy Shift Planned By Wrigley

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