Eclipse Gum

Eclipse Gum: A Fresh Breath Innovation by Wrigley

Eclipse is a popular brand of chewing gum and breath mints owned and manufactured by the Wrigley Company, first introduced in the United States in 1999. It was Wrigley’s entry into the U.S. pellet gum market and was modeled after its Canadian counterpart, Excel gum, which launched earlier in 1991. Eclipse was designed to offer consumers “powerful fresh breath,” combining innovative pellet form gum with strong breath-freshening properties.

Origin and Development

Excel gum’s success in Canada inspired Wrigley to introduce a similar product tailored to the U.S. market under the Eclipse brand. This introduction marked Wrigley’s first attempt at pellet-form gum in the United States, where stick gum had traditionally dominated. The pellet form allowed for easier packaging and a different chewing experience, appealing to consumers looking for novelty and convenience.

The brand was launched after extensive market research and was developed to compete with other pellet gums such as Dentyne Ice, aiming to appeal to an older demographic (ages 25-54) with a focus on eliminating strong mouth odors, which was a unique selling point at the time.

Product Features and Formats

Eclipse gum is known for:

• Providing a strong, refreshing breath with flavors like Spearmint and Winterfresh.

• Convenience through its pellet shape, available in small blister packs, split packs, and larger multipacks.

• Sugar-free composition, contributing to oral dental health.

In 2007, Eclipse sugar-free gum was awarded the American Dental Association (ADA) Seal of Approval, validating its dental benefits and positioning it alongside other popular Wrigley brands such as Orbit and Extra.

Market Position and Challenges

While Eclipse offered a unique value proposition in breath freshening and pellet form, its introduction faced competitive challenges. The brand had to compete with established pellet gum products like Dentyne Ice, which had already secured a younger teen market. Wrigley strategically focused Eclipse marketing on adults, differentiating it from youth-targeted brands, and emphasized its strong breath-freshening capability.

Though initial sales performance was slower than expected, ongoing marketing adjustments helped establish Eclipse as a trusted gum brand for breath freshness among adult consumers.

The Wrigley Company and Eclipse Today

Eclipse gum continues to be a staple product within the extensive Wrigley confectionery portfolio. Wrigley, founded in 1891 and based in Chicago, is the largest chewing gum manufacturer globally, responsible for many other iconic gum brands like Juicy Fruit, Doublemint, Extra, and Orbit. In 2008, Wrigley was acquired by Mars, Incorporated but retains its distinct brand heritage.

Eclipse’s success lies in its blend of convenience, breath-freshening power, and trusted quality from a century-old gum giant, making it a preferred choice for consumers who value fresh breath and long-lasting flavor in a modern pellet gum form.