TBWA has won the pounds 3 million UK advertising account for Wrigley’s
Spearmint, the chewing-gum giant’s flagship brand.
The agency came out on top after a final head-to-head pitch against Grey
Advertising. The original pitch-list included Duckworth Finn Grubb
Waters and the roster agencies, Young and Rubicam ¯and Bray Leino.
It is understood that although TBWA has won the pitch, its appointment
has still to be formally ratified by senior US officials. Their
authorisation is expected later this week.
Alistair Whalley, Wrigley’s UK brand manager, said no decision had yet
been made, although he admitted that the agency’s only rival, Grey, was
no longer in contention. ‘But it’s not a done deal,’ he said.
TBWA’s chairman, Jo Hoare, commented: ‘We have put up a campaign idea
which we think is pretty exciting. It takes on what we believe to be the
rightful position of Spearmint as the flagship Wrigley’s brand.’
Wrigley’s Spearmint is best known for its much maligned film in which a
wholesome-looking couple find romance on a coach over a piece of chewing
gum. The ad was created by BBDO London.
In recent years, Wrigley’s has concentrated on promoting the ‘longer-
lasting’ qualities of the brand through one-off ads. However, TBWA’s
campaign is likely to seek a new point of difference as Wrigley’s
Spearmint competes in a rapidly changing market where fruit-flavoured
and sugar-free gums have become increasingly popular alternatives to the
traditional mint flavours.
Wrigley’s, which was established in the 1890s, is headed by the grandson
of its founder, William Wrigley.
Last week, it emerged that Y&R had won the pounds 4 million branding
work for Orbit and Freedent.