date:May 28, 2013
With Wrigley gum sales declining in record numbers, marketers have been looking for new ways to appeal to gum chewers, especially children. On April 29th, Wrigley launched a new line of energy chewing gum called Alert. With each pellet of gum containing 40 milligrams of caffeine, (equivalent to a half cup of coffee), Wrigley's marketers knew they were onto the next big thing in energy products. Upon hearing the news, concerned groups, who know firsthand the deadly dangers of energy drinks, start