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March 13, 2006

Product Naming: Doublemint May Make You Do a Doubletake

Doublemint2.psdWrigley’s has introduced its very first new non-gum product in nearly a century. It’s called , 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 , 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 , 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.

For additional information on Wrigley’s Doublemint Twins mint product, visit the and the .

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Posted by William Lozito at March 13, 2006 12:26 PM
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1 Comment

Ah, but Cadbury Adams no longer offers Certs Powerful Mints... they quit making them some time ago...

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