“Given the company's strong growth and the tremendous opportunities that lie ahead as we continue to evolve as a leader in the confectionery industry, we believe it is the appropriate time to put into place a packaging design agency resource structure that will allow Wrigley to be more efficient, synergistic, nimble and faster to marketplaces around the globe,” says Frank Hohmann, Wrigley's MD of global integrated marketing. “Together with Interbrand we are looking forward to step-changing the packaging design of our brands across the world.”
The Wm Wrigley Jr Company is a recognized leader in confections based in Chicago, US, with a wide range of product offerings including gum, mints, hard and chewy candies, lollipops, and chocolate. The company has global sales of nearly US$4.7 billion and distributes its world-famous brands in more than 180 countries. Three of these brands – Wrigley's Spearmint, Juicy Fruit, and Altoids – have heritages stretching back more than a century.
Interbrand New York has been working on the relaunch of Xerox for nearly two years of global research using 20 of its global offices including Interbrand Sampson in Africa, redefining the brand and creative work. This will now form the cornerstone of Xerox's marketing campaigns.
This is the first change by Xerox in more than 40 years and the rollout will take 18 – 24 months. The Xerox brand has been valued at US$6 billion (R42 billion) and is ranked 56th on the annual Businessweek Interbrand study of the Best Global Brands of 2007.
The repositioning of Xerox is crucial to its future. “Xerox is one of the world's most recognisable brands,” said Richard Wergan, VP of global branding and advertising. “While we're proud of our customers' deep association with the name Xerox and the quality and innovation it stands for, it was time to update our brand to better reflect the company we are today.
“In a business environment where people are on information overload, Xerox offers the technology and services that simplify the way work is done and more effectively manage content and communication. Our brand is a powerful asset; with this new look we also want it to be a powerful reminder of Xerox's significant transformation in the marketplace.”
In the African context, Interbrand Sampson is reporting a huge penetration in the last 12 months. Locally business is realising the crucial importance of creating and growing brands, if Africa and particularly South Africa is to be globally competitive. Recent local gains include the world's second-most valuable brand, Microsoft (throughout Africa and the Middle East), SA global giant MTN (now in 21 countries), the new RSA/UK TV channel Southern Africa Direct TV, and premier management consultancy, Deloitte, specifically in Europe, Asia and Africa.
Says Interbrand Sampson CEO Jeremy Sampson: “We are seeing a step change as leading companies realise the need to invest more heavily in their brands, locally, regionally and globally. Recession or no recession, when times get tough, the strongest brands fly.”
