• What does "breath freshening" mean across seven countries?

• Big opportunities were found beyond "not offending others"

• Findings have already been leveraged extensively in successful campaigns in China

Fresh perspective

We studied the subtle cultural differences for breath freshening in seven countries (US, UK, Germany, India, Russia, China, Mexico). Our insights led to the development of six distinct need areas beyond the conventional need to "not offend others." Each of these new need areas presents opportunities for new products, packaging, and messaging for Wrigley. Our insights on China were used extensively in the 2007 "Automatic Door" campaign. While Wrigley traditionally leveraged humor and romance in ads, Point Forward's research recommended a business-success theme for the campaign in China.