THE Wrigley Eclipse brand is the market leader in New Zealand in mints and the company has just added Cool Breeze as the latest flavour innovation.
What is so unique about Eclipse is not only the effectiveness of the mints themselves, but the way they are delivered to the consumer.
“The consumer reacts just as well to packaging innovation as great taste,” said Victoria Carruthers, Customer Marketing executive. “Consumers love the tin.” The brand’s key platform is that it delivers ‘Powerful Fresh Breath’.
“The Spearmint and Peppermint flavours are really effective and this new ‘Cool Breeze’ flavour is a further innovative flavour coming off the back of the previously successful – Black Chill,” she continued.
The introduction of the ‘Cool Breeze’ flavour will cater for the milder end of the Eclipse spectrum. It still delivers effective fresh breath but gives the breadth of mint flavours from intense to more mild for consumers.
“Peppermint is the hero sku and so any flavour extension in this flavoursegment is likely to have a positive impact on sales.”
Black Chill was certainly a big hit, pushing the mint category up by 17.3%, with Eclipse growing its share in the category overall by 37.1% - the largest market share – making it the No 1 brand in the segment.
“The consumer is very loyal to our brand and our challenge is to bring in new consumers by driving trial of Eclipse, which we’ll do through sampling and strong point-of-sale”.
Eclipse is a great brand for retailers to maximise their profits – it turns over quickly and it is a very shelf-efficient sku.
