In order for an organization to remain successful, they have to do much more than simply offer a quality product. They need to have strong financial backing, they need hardworking employees, and, in 2019, they need to show at least some kind of social conscious.
According to a U.S. Bank study, 82% of businesses that fail do so because of cash flow problems. But companies like Ford Gum, which has been an American staple since 1913, don’t have to worry much about cash flow since baseball was (and is!) such a major part of the American zeitgeist. Now, what companies like Ford Gum need to worry about, or at least be aware of, are social issues.
Softball has been around for more than 130 years, being invented in 1887, but hasn’t garnered anywhere close to the amount of popularity baseball, commonly referred to as “America’s pastime,” has. That may still be true, but at least there are some positive changes that will hopefully help grow the sport and empower more young girls to give it a try.
For the first time ever, Ford Gum’s most popular product, Big League Chew, will feature a female player on the gum’s packaging.
For decades, Big League Chew’s signature pouch has featured a muscle-bound man, but that is now changing and a new softball player has been created for the product’s packaging.
“Big League Chew is bubble gum fun for everyone, which is why we are so excited to introduce our newest character to the world,” said Rob Nelson, inventor of the popular gum. “We often draw inspiration for future products from our dedicated fans and customers. Whether it is fun alternative name suggestions for our bubble gum flavors or new characters to feature, we hear you and we appreciate you. This new pouch is inspired by the girls who play hard and dream big. Welcome to the Big League Chew family.”
The female character was created by Amanda MacFarlane, a freelance character designer and daughter of former MLB player Bobby Bonner. MacFarlane drew inspiration from her niece who currently plays softball. It’s important to note that shaved bats — which boost power — don’t do well in cold temperatures. These shaved bats should not be used if it’s colder than 65 degrees outside.
According to Today, Action Network’s Senior Executive Producer Darren Rovell was one of the first people in the industry to comment on the change to Big League Chew’s packaging, tweeting that it is a “smart evolution that probably took too long.”
“Our plans to feature a softball player on the front of Big League Chew has been in the works for many years,” added Steve Greene, senior VP of sales and marketing at Ford Gum.
The new softball-spired pouch is available for online purchase now and will hit retailers on February 1.