Wrigley's Spearmint

Wrigley's Spearmint is a historic chewing-gum brand produced by the Wrigley Company and, since 2008, manufactured within Mars, Incorporated's confectionery business. The brand was launched in 1893 and became one of Wrigley's defining products alongside Juicy Fruit and Doublemint. Its name refers directly to its spearmint flavor, while its visual and advertising identity has long used mint-leaf imagery and a spear or arrow motif. The brand's early development was closely linked to the rise of mass advertising in the United States. In 1907, lower advertising rates encouraged Wrigley to increase its promotional spending. Spearmint benefited from this expanded advertising effort and gained market share during a period when branded packaged goods were increasingly promoted nationally. Early marketing presented the gum as more than a confectionery item, including claims or suggestions about health benefits. Advertising also used fictional “Spearmen” characters, turning the product name into a recognizable visual concept. The brand's sales exceeded $1 million in 1908, and by 1911 it was described as the most popular chewing gum in the United States. A 1912 article in National Magazine discussed William Wrigley and the success of Wrigley's Spearmint, reflecting the product's prominence in the company's growth story. During the Second World War, production constraints and material shortages affected the chewing-gum industry. Wrigley made the unusual decision to allocate its entire output of Wrigley's Spearmint to the United States Armed Forces. Although civilian availability was limited, the company continued advertising the brand so that consumers would remember it and its products. This wartime strategy helped preserve brand awareness while supply was restricted. The product was traditionally sold as a stick gum with a grey or beige appearance, a color close to that associated with Juicy Fruit and Doublemint. Its advertising identity continued to emphasize the flavor and the brand's spear-related name. In 2004, Wrigley's Spearmint was relaunched in the United States and the United Kingdom with the slogan “even better, longer lasting.” Another campaign used the line “some call it a spear, some call it an arrow,” extending the brand's longstanding spear imagery into contemporary advertising. Mars has manufactured Wrigley's Spearmint since 2008, following Mars's acquisition of the Wrigley business. The brand's current availability and format vary by market. At the end of 2022, Mars discontinued production of Wrigley's Spearmint in Germany, citing declining developments and poor sales. Mars customer service indicated that the German chewing-gum range then consisted only of dragees rather than gum sticks. This development illustrates the different levels of commercial support and product availability the brand has received in individual national markets. Wrigley's Spearmint nevertheless remains an important historical Wrigley brand and a recognizable example of traditional mint chewing gum.

Wrigley's Spearmint was introduced by the Wrigley Company in 1893 as a spearmint-flavored chewing gum. It became one of the company's signature brands during the formative period of nationally distributed packaged confectionery. Although Juicy Fruit had entered the market slightly earlier, Spearmint became central to Wrigley's identity and was promoted as the company's classic gum. The brand's most important early turning point came in 1907, when a reduction in advertising rates encouraged Wrigley to expand its advertising activity. Spearmint gained market share as a result of this investment. The company marketed the gum using health-related claims and developed distinctive creative devices, including “Spearmen” characters that connected the product name with a visual story. The advertising also helped establish the spear and mint-leaf motifs that remained associated with the brand. Sales surpassed $1 million in 1908, and by 1911 Wrigley's Spearmint was reported to be the leading chewing gum in the United States. National Magazine examined William Wrigley and the product's success in 1912, indicating the brand's wider significance in the development of the Wrigley business. During World War II, shortages and production limitations changed the brand's distribution. Wrigley supplied its entire output of Wrigley's Spearmint to the United States Armed Forces, reducing civilian availability. The company nevertheless continued to advertise the brand during the shortage period, using advertising to maintain consumer familiarity until normal availability could return. The product was historically associated with stick gum and was traditionally grey or beige in color. Its appearance was similar to that of other major Wrigley products, including Juicy Fruit and Doublemint. The brand retained its straightforward spearmint proposition while refreshing its communications for later consumers. In 2004, it was relaunched in the United States and the United Kingdom under the slogan “even better, longer lasting.” A related advertising line, “some call it a spear, some call it an arrow,” made explicit use of the brand's established spear symbolism. Mars has produced Wrigley's Spearmint since 2008, after acquiring the Wrigley business. The brand's subsequent history has varied by country as chewing-gum demand, formats, and distribution changed. At the end of 2022, Mars ceased production of the product in Germany, citing declining developments and poor sales. According to information from Mars customer service, the German gum range at that point contained dragees but no gum sticks. The German production decision represents a market-specific reduction rather than evidence that the brand as a whole became defunct. Wrigley's Spearmint remains a historic Wrigley product whose principal significance lies in its long-running presence, early mass-market advertising, and association with classic spearmint chewing gum.

• 2022

  German production ends

  [1]Wrigley's Spearminten.wikipedia.org

  Mars ends production of Wrigley's Spearmint in Germany, citing declining developments and poor sales.

• 2008

  Mars begins manufacturing the brand

  [1]Wrigley's Spearminten.wikipedia.org

  Mars begins producing Wrigley's Spearmint following its acquisition of the Wrigley business.

• 2004

  United States and United Kingdom relaunch

  [1]Wrigley's Spearminten.wikipedia.org

  The brand is relaunched in the United States and the United Kingdom with refreshed advertising and the slogan “even better, longer lasting.”

• 1940

  Wartime supply is allocated to the United States Armed Forces

  [1]Wrigley's Spearminten.wikipedia.org

  During World War II, Wrigley supplies its entire output of Wrigley's Spearmint to the United States Armed Forces while shortages restrict production and civilian availability.

• 1912

  National Magazine covers the brand's success

  [1]Wrigley's Spearminten.wikipedia.org

  National Magazine publishes an article discussing William Wrigley and the success of Wrigley's Spearmint.

• 1911

  Reported as the leading United States chewing gum

  [1]Wrigley's Spearminten.wikipedia.org

  Wrigley's Spearmint becomes the most popular chewing gum in the United States according to the cited historical account.

• 1908

  Sales exceed one million dollars

  [1]Wrigley's Spearminten.wikipedia.org

  The brand achieves more than $1 million in sales.

• 1907

  Expanded advertising investment

  [1]Wrigley's Spearminten.wikipedia.org

  Lower advertising rates lead Wrigley to increase advertising activity, helping Wrigley's Spearmint gain market share.

• 1893

  Wrigley's Spearmint launches

  [1]Wrigley's Spearminten.wikipedia.org

  Wrigley introduces Wrigley's Spearmint as a spearmint-flavored chewing gum and develops it into one of the company's classic brands.

A classic, mass-market spearmint chewing gum positioned around recognizable mint flavor, long-lasting chew, heritage, and the enduring spear-and-mint-leaf visual identity.

• Chewing gum · 1893

  Wrigley's Spearmint chewing gum

  The core product is a spearmint-flavored chewing gum introduced in 1893. It was traditionally sold as a stick gum and was historically grey or beige in appearance. The product's marketing emphasized its mint flavor, classic status, and later a longer-lasting chewing experience. Its spear and mint-leaf imagery remained recurring elements of the brand identity.

• Chewing-gum dragees

  Wrigley's Spearmint dragees

  Dragee-format versions are associated with later market availability, including the German range after stick-gum production ended there. Specific current pack sizes and distribution are not established by the supplied sources.

• 2004Even better, longer lasting

  United States · United Kingdom

  The relaunch presented Wrigley's Spearmint as a refreshed classic, using the slogan “even better, longer lasting.”

  Outcome. The brand was reintroduced in two major English-speaking markets with updated communication.

  Source
• 2004Some call it a spear, some call it an arrow

  United States · United Kingdom

  This advertising line played on the product name and reinforced the spear or arrow motif that had appeared in earlier brand communications.

  Outcome. The campaign extended a longstanding visual and verbal identity into the relaunch period.

  Source
• 1907Early mass-advertising expansion

  United States

  After advertising rates fell, Wrigley increased promotional spending. Spearmint advertising used health-related positioning and “Spearmen” characters to build recognition and market share.

  Outcome. The brand gained market share and later achieved more than $1 million in sales in 1908.

  Source

• 2022

  End of German productionStrategy

  Background

  Mars reported declining developments and associated poor sales in Germany.

  Action taken

  Mars stopped producing Wrigley's Spearmint in Germany. Customer-service information indicated that the German gum range then contained dragees but no gum sticks.

  Aftermath

  Availability and format became more limited in Germany, although the supplied material does not establish that the brand was discontinued globally.

  Source

• 2004

  Relaunch in the United States and United KingdomProduct launch

  Background

  Wrigley's refreshed the established brand for contemporary consumers in two markets.

  Action taken

  The company relaunched the product with the “even better, longer lasting” slogan and new advertising.

  Aftermath

  The relaunch retained the brand's spear and mint-leaf motifs while updating its product communication.

  Source

• 1940

  Allocate total output to the armed forcesStrategy

  Background

  World War II shortages restricted chewing-gum production and availability.

  Action taken

  Wrigley supplied its entire output of Wrigley's Spearmint to the United States Armed Forces while continuing to advertise the brand.

  Aftermath

  Civilian supply was limited during the wartime period, while advertising was used to preserve consumer memory of the brand.

  Source

• 2022

  Mars ends Wrigley's Spearmint production in Germany[1]Wrigley's Spearminten.wikipedia.org

  Product generation

  At the end of 2022, Mars stopped producing Wrigley's Spearmint in Germany. The company attributed the decision to declining developments and poor sales; customer-service information indicated that only dragee products remained in the German chewing-gum range.

• 2004

  Wrigley's Spearmint relaunched in the United States and United Kingdom[1]Wrigley's Spearminten.wikipedia.org

  Product launch · Campaign

  The brand was relaunched in the United States and the United Kingdom with the slogan “even better, longer lasting,” accompanied by advertising that continued to use spear and mint-leaf imagery.

1. 1Wrigley's Spearminten.wikipedia.org