Happy Accidents #063 - Wrigley's Gum

Welcome to Happy Accidents, where we uncover the remarkable stories behind unexpected successes.

Today, we dive into the fascinating journey of Wrigley's Chewing Gum, a product that accidentally propelled its creator from a struggling soap salesman to a titan in the chewing gum industry.

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Let's dig in, shall we?

SETTING THE STAGE

This is the part of every Happy Accident story where we see every successful outcome starts with the person putting themselves in a favorable position. They work hard, they try new things, they meet new people. They're not just sitting around 'hoping' to be successful some day.

In 1861, William Wrigley Jr. was born into a family of soap manufacturers in Philadelphia. His destiny in the industry seemed like a forgone conclusion since the day of his birth.

So of course, as he grew into a young man, William began his career as a soap salesman for his father's company.

But in 1891, young Wrigley Jr faced some fierce competition in the soap industry after relocating to Chicago.

And this is where the story gets interesting…

THE HAPPY ACCIDENT

This is the part of every success story where there's a chance encounter, a serendipitous moment, an unintentional discovery (or Happy Accident) that paves the way for the next steps. In some cases, a Happy Accident can even be disguised as something bad in the moment.

Wrigley was feeling the heat and needed to get innovative.

To differentiate his soap from competitors, he began offering free incentives to buyers. Initially, he included baking powder as a premium, but customers weren’t overly interested.

In 1892, he began offering two new flavors of chewing gum, Spearmint and Juicy Fruit, as premiums with his soap products. The response was overwhelmingly positive.

Customers often began choosing his products for the free gum rather than the soap itself! And that’s when the idea struck.

After a long line of soap salesmen before him, William took a bold and unexpected entrepreneurial turn…

CAPITALIZING

Just like Happy Accidents don't just fall into your lap (you need to set the stage first), they also don't turn into anything if you don't recognize them and take action. This is the part of every success story where we see people capitalizing on their Happy Accident.

The Wm. Wrigley Jr. Company was established in 1893, focusing solely on gum production, leaving the soap business behind.

Gum became his new accidental focus, and he decided to go all in, doubling down through several innovative marketing strategies:

1. Advertising: Wrigley was a pioneer in advertising, utilizing print media, billboards, and eventually radio to promote his gum products. He believed in the power of repetitive advertising and invested heavily in marketing campaigns to build brand recognition.

2. Free Samples: Wrigley distributed free samples of his chewing gum to encourage trial and generate word-of-mouth publicity. This strategy helped to familiarize consumers with his products and attract new customers.

3. Product Innovation: Wrigley introduced new flavors and variations of chewing gum to cater to different tastes and preferences. By continually innovating, Wrigley kept his brand relevant and appealing to consumers.

4. Global Expansion: Wrigley expanded his business internationally, establishing manufacturing plants and distribution networks in countries around the world. This global expansion strategy helped to solidify Wrigley's position as a leading gum manufacturer worldwide.

Today? Wrigley’s is now owned by Mars, Incorporated and along with Mars chocolate bars and other candy products, makes up Mars Wrigley Confectionery.

It is the largest manufacturer and marketer of chewing gum in the world!

All from a Happy Accident.

TOO LONG; DIDN’T READ (TL;DR)

From a soap salesman to a gum mogul, William Wrigley Jr.'s journey is a testament to the power of seizing unexpected opportunities.

Through strategic pivots and innovative marketing, Wrigley's Chewing Gum not only revolutionized the gum industry but also cemented its place as a beloved household name worldwide.

Some fun facts:

• Wrigley's initial foray into gum was met with skepticism, but he persevered, introducing innovative marketing strategies to promote his products.

• Spearmint was the first flavor of chewing gum Wrigley offered, followed by Juicy Fruit, both of which became iconic staples in the gum industry.

• Wrigley Field is the home of the Chicago Cubs, named after William Wrigley who was an early investor in the beloved baseball team. It is the oldest ballpark in the National League and second oldest (after Fenway Park) in the majors.

The lessons here:

1. Adaptability is Key: Wrigley's willingness to pivot his business focus in response to customer preferences underscores the importance of adaptability in entrepreneurship.

2. Innovative Marketing Pays Off: Wrigley's pioneering advertising methods, including free samples and global expansion, demonstrate the power of innovative marketing strategies in building brand recognition and loyalty.

3. Persistence Leads to Success: Despite initial setbacks, Wrigley remained persistent in his pursuit of success, ultimately transforming his struggling soap business into a global gum empire.

The Happy Accidents Podcast

Check out the latest episode of the Happy Accidents Podcast on YouTube, Apple, or Spotify where I share the fun story of how Play Doh unexpectedly became a wildly successful children’s toy.

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