NEWS: TBWA picks up main Wrigley’s brand

TBWA has won the pounds 3 million UK advertising account for Wrigley’s Spearmint, the chewing-gum giant’s flagship brand.

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.


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