WHAT THEY SAY WHEN YOU’RE NOT THERE

By Ed Shane

 

Ask a group of people what name is top of mind for cola, and they say Coke. 

 

Ask about beer, and the answer is Budweiser. 

 

For athletic shoes, Nike. 

 

For chewing gum, it’s Wrigley. 

 

Wrigley is a particularly good case study in branding and advertising.

 

During World War II, the company couldn’t produce chewing gum.  Sugar was rationed and chicle wasn’t available because it was being used for the war effort. 

 

Nonetheless, Wrigley advertised.  Billboards and magazine ads showed empty Wrigley packages with the words, “Remember the wrapper.” 

 

People did.  Once the war was over, Wrigley resumed gum-making after a two-year hiatus.  They also resumed top of mind awareness and strong sales.

 

How many radio stations would advertise if they were off the air?  The answer is probably very few, especially considering how many stations have reduced their advertising profile while still on the air.  

 

How many of your advertisers would buy if their stores were closed?  Again, the answer is very few.

 

As the “R-word” creeps into our national consciousness, advertisers are reluctant to spend money, making a grave error about protecting their futures. 

 

The Wrigley example from World War II is a great parallel to today’s shaky economic times.  Those who advertise today are more likely to be around when times are good, and we all know they will be again.