The following is from The 75 Greatest Management Decisions Ever Made:
In 1892, William Wrigley decided to offer two pakcs of chewing gum with each can of baking powder sold in his fledgling business. It worked so well that he decided to change his business to selling chewing gum.
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Wrigley's natural gift for marketing played an important role in the development of the business. He was one of the first entrepreneurs to appreciate the power of branding. To begin with, he concentrated his efforts on his Spearmint gum, advertising it in newspapers. By 1907 he was ready to expand his advertising efforts, but his plans coincided with an economic downturn that hit the Chicago business community. While other companies cut baqck on their advertising, Wrigley did the opposite. He saw this as the ideal time to get extra attention for his business by advertising. He stepped up his branding efforts and increased production.