Wrigley aims to double the impact of new jingle

07/28/2008 | Wall Street Journal (free content), The

Chris Brown's new top 10 hit, "Forever," which includes snippets of the chewing gum jingle "Double your pleasure/double your fun," actually is an extended version of a theme for a new commercial for Wm. Wrigley Jr. Co.'s Doublemint gum. The new jingle and commercial are part of a plan by Interpublic Group's Translation Advertising to refresh the images of some of Wrigley's most popular brands, with Ne-Yo assigned to Big Red and Julianne Hough of "Dancing with the Stars" taking on Juicy Fruit.

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Wall Street Journal (free content), The

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