In 1979, three years after Big Red was introduced, the brand's marketing strategy was re-positioned on the concept of 'long lasting fresh breath.' The "Little Longer" campaign was developed to communicate Big Red's product superiority and the benefits it conferred on those who wanted to 'stay close longer.' The marketing situation and conclusions that led to the "Little Longer" campaign began with an awareness that the use and market share of Big Red were declining. At the time, Big Red was only weakly perceived as a cinnamon gum compared to Dentyne, a leader in the national market. The advertising agency BBDO identified two problems that many cinnamon gum chewers faced that Wrigley's could exploit with Big Red.[4] First, the gum did not keep a chewer's breath fresh for a long enough time, and second, many brands of cinnamon gum were too small. Big Red was superior to its competitors in both of these senses, and the marketing statement "No little cinnamon gum freshens breath longer than Big Red" was developed in response and had appeared in many advertisements since then.
This approach was used to show the end benefit of longer lasting fresh breath, primarily the emotional rewards of being closer to others a little longer. The tone was meant to be fun a lively. Lighthearted humor and wholesomeness formed the creative base on which Big Red advertising was created. The popular "Little Longer" campaign showed consumers that many pleasurable situations in which to chew Big Red gum. Throughout its history the advertising slogan was used primarily in television advertising. In 1991 radio spots were introduced, relying on what had become a familiar theme with familiar music. For a brief time, from 1987 to 1990, print ads also appeared.[4]