Estimates 33 per cent sales growth since the repositioning in April.
There are some new flavours of gum introduced by Chiclets in Egypt. They’re ‘illogical’, by design. A Cherry and Orange Mint pack on one side and a Grape Mandarin Mint on the other greeted us in mid-October on the brand’s Facebook page. They were a logical extension though, of a consumer campaign that launched months ago.
When Mondelez launched a campaign championing ‘Nothingness’ to reposition Chiclets in April this year, the brand’s market share had dropped to around 22 per cent, down from the over 50 per cent of yesteryears and 34 per cent in 2010-‘11. The brand’s dilemma, shared by creative a
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
