At Translation, under the leadership of Michael and his creative team, Wrigley’s refreshed their classic gum jingles and brand with current pop stars, highlighting the new gum packaging into an extensive and lengthy campaign that included broadcast, print, out-of-home, and event.
The challenge was to launch Wrigley’s redesigned slim pack for its five core “sugar brands.” The big campaign idea was “Goes with You.” The idea spoke directly to the new slim pack design and connecting consumers to the individual taste and personality of each of the five brands. As Creative Director for Wrigley’s at Translation, Michael oversaw all aspects of this campaign.
To launch the campaign in a big way, they positioned Wrigley’s at the Roots Grammy Party and Two Kings All-Star Celebration with LeBron James and Jay-Z. As Director, Michael handled all event activation details to garner maximum attention for the brand – from the red carpet to the event space down to the retro/modern “gum girls” paying homage to Wrigley’s classic brand feel.
The key success on this campaign was the re-interpretation of the Doublemint jingle, which resulted in a chart topping song and massive brand recognition. The goal was to seed the jingle in pop culture – to create a hit song and connect it to Wrigley’s. Using elements of the iconic Wrigley’s Doublemint jingle, we aligned with Chris Brown to create the song “Forever.” Anyone can make a successful jingle with a pop star, but they took it to the next level, rooting the jingle so deeply into pop culture that the song “Forever” became a chart topping hit and at the height of its popularity, was announced as Wrigley’s new jingle.
The campaign made Wrigley’s relevant to young adults with artist alignment. The classic brands were updated as a modern, evolving American icon.
Client: Wrigley’s Role: Creative Director Agency: Translation