NAMING NAMES

CHALLENGE
A successful brand for over 100 years, Wrigley’s needed fresh names to extend the Juicy Fruit franchise deeper into teen culture.

INSIGHT
Teens like twisted things. Okay, let’s twist the names.

SOLUTION
NameCalling℠ Using creative methods borrowed from improvisational comedy, our NameCalling technique invents original root words and new names. And since over 90 percent of the words in the dictionary are already claimed by someone, that’s a very good thing indeed.

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