Commerce pivot story / founded 1891
Wrigley pivot story
Free gum outshined soap and baking powder.
Soap bonus -> gum giant
Before
Selling soap and baking powder with gum as a promotional extra.
to
After
Chewing gum.
The pivot story
The gum premiums became more popular than the products they were meant to sell. Wrigley leaned into gum and built a massive brand.
Why it worked
It noticed the real customer pull hiding inside a promotion.
Known for
Chewing gum
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