Wrigley's Big Red cinnamon gum in the old fashioned 5-stick pack.

 

 

In 1976 Big Red was introduced in the U.S. and Canada as cinnamon gum gained favor in the U.S. After modest success, the gum was repositioned as a breath freshening gum with long lasting flavor instead of just a cinnamon flavored gum. [more below]

Packaging reflected this positioning, instead of a cluster of pale green leaves to indicate the natural freshness of cinnamon, a yellow flame dotted the letter "i" in Big Red to indicate to consumers that the gum was spicy and hot.