The Wm. Wrigley Co. challenged its Marketing Department to increase consumption among loyalists of the company’s Eclipse chewing gum.

Great packages require at least 18 months, but economic pressure too often speeds up the design. Approach innovation as a cross-functional process, two gurus say.

By Lynn Dornblaser, Mintel International
From Package Design magazine

By Terri Goldstein, Strategy Principal, and Missy Anapolsky, Chief Creative Officer The Goldstein Group

Rapid changes in packaging formats are essential today. A new report provides winning strategies that get marketing
and operations working together.