March 13, 2006
Product Naming: Doublemint May Make You Do a Doubletake
Wrigley’s has introduced its very first new non-gum product in nearly a century. It’s called Wrigley’s Doublemint Twins, a mint that comes in Wintercreme and Mintcreme, a similar nomenclature to the rest of Wrigley’s gum flavors (Doublemint, Freedent, Winterfresh). I think that the Doublemint brand name extension will, stick with the consumer (pun intended).
Wrigley’s sees this as an innovation on the very popular Doublemint brand name, which was launched in 1914.
I suppose that the move from gum to mints is partly in reaction to similar brand introductions from Wrigley’s arch competitor Cadbury Adams, which offers consumers Certs Cool Mint drops and Certs Powerful Mints as well as a host of gums -- such as Trident, Dentyne, Splash and Bublicious.
I think that the Doublemint Twins mint brand is a shrewd move, because it leverages a well-known brand name with an icon of American advertising since the 1930s: the Doublemint, which will be trotted out this time to promote the mint.
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