The confectionery-maker is hoping to leverage the nostalgic value of its oldest brand, which dates to 1893, with its core target audience of 11- to 24-year-old females.
The company's older brands, including Spearmint, Doublemint and Juicy Fruit, make up a tiny fraction of sales. Wrigley's Extra makes up more than 40% of sales. Newer products such as dental gum Orbit and mint/gum hybrid Airwaves produce most of the rest.
A Wrigley spokeswoman said: "The latest fashions include a lot of retro brands, such as Adidas striped trainers and sportswear. There's a lot of nostalgia attached to those older brands."
Wrigley dominates chewing gum, but competes across the confectionery sector while contending with new entrants such as Colgate, which has launched a dental gum, and Cadbury Schweppes, which is set to acquire the Danish maker of Stimorol.
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