Wrigleys enlists Sophie Ellis-Bextor to encourage kids to chew gum

Wrigleys has signed singer Sophie Ellis-Bextor to front a brand campaign that aims to get children chewing gum every day.

Wrigleys: has signed Sophie Ellis-Bextor
Wrigleys: has signed Sophie Ellis-Bextor

The campaign, which Wrigleys said is supported by research that chewing gum aids dental health, aims to get 12-14 year olds to chew gum every day for two weeks.

It has launched "Chew O’clock Challenge", a campaign that calls on families to chew sugar-free gum together every day at 4 o'clock, fronted by Ellis-Bextor.

It polled 1000 parents and found 23% weren't aware of the impact snacking could have on children's teeth.

Claiming "a sugar-free gum is a quick and easy way to keep youngsters’ teeth in mint condition" after snacking, it said 45% were unaware of the benefits of chewing gum, which it said helps neutralise plaque acids. 

"Post-school snacks are an increasingly common part of a child’s everyday routine and, as a dental profession, we now regularly see the effect this is having on their oral health," said Dr Nigel Carter, British Dental Health Foundation CEO.

"What a lot of people don’t know is that snacks can be just as damaging for teeth as main meals.

"And while brushing for two minutes, twice a day is still the best way to keep teeth clean and healthy, chewing sugar-free gum in between can be extremely effective in breaking down lingering food, neutralising harmful plaque acids and reducing the risk of decay."


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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