Early Life
William Mills Wrigley Jr. was born in Philadelphia, Pennsylvania, on September 30, 1861. He was the son of William Wrigley Sr., a soap manufacturer. At the age of 13, he started working for his father's company as a traveling soap salesman.
Rise to Success
In 1891, William Wrigley Jr. moved to Chicago and began selling soap for his father's company. As an incentive to increase sales, he offered baking powder as a premium, and then offered chewing gum with the baking powder. He soon realized the chewing gum was more popular than the other items, and shifted his focus to the manufacture and sale of chewing gum. In 1893, he introduced his own brands, including Lotta and Vassar. Juicy Fruit and Wrigley's Spearmint followed, with Spearmint becoming the leading gum in the U.S. by 1911. Wrigley's marketing skills, including the use of premiums and advertising, contributed significantly to the brand's success. By 1925, Wrigley had expanded his company with factories in the U.S., Canada, and Australia.
Key Business Strategies
Wrigley's business acumen was evident in his innovative marketing tactics. He invested heavily in advertising, making his company one of the largest single-product advertisers of his time, and built strong relationships with his customers. He offered incentives to both consumers and dealers. Wrigley also focused on the quality of his product, recognizing that it was key to success.
Philanthropy
Wrigley also played an important role in the development of Santa Catalina Island, California, off the shore of Long Beach, California, improving the island with public utilities and building hotels and the Casino building. In 1972, his son, Philip K. Wrigley, created the Catalina Island Conservancy and transferred ownership of the island to this organization.
