Diary: Ice to Eskimos - A sticky problem solved by the tidiest of sales pitches

Helen Lawson, now international sales manager at IDG Communications, was working at Northcliffe Newspapers’ national sales house when she pulled off a coup by luring Wrigley’s into the regional press.

Helen Lawson, now international sales manager at IDG

Communications, was working at Northcliffe Newspapers’ national sales

house when she pulled off a coup by luring Wrigley’s into the regional

press.



’In conjunction with the Keep Britain Tidy campaign, Wrigley’s wanted to

persuade people to dispose of their gum in bins. The campaign was

centred on the youth market in Plymouth and Derby. Northcliffe owns an

entertainment magazine targeting young people in Plymouth called TDB -

The Dog’s Bollocks.



We persuaded Wrigleys to brand the title.



’We also decided to launch a replica magazine for the Derby area for the

duration of the campaign, that we called TMN - The Mutt’s Nuts. It took

us nine months to bring CIA Medianetwork’s regional press director Lee

Collins round to the idea. Unfortunately for Keep Britain Tidy, I don’t

think the campaign had much of an impact on the gum-chewing habits of

the local teenagers.’



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