BSMG to work on Wrigley Surpass

CHICAGO: The Wm Wrigley Jr Co has appointed BSMG to its new division, Wrigley Healthcare, and its first product, an antacid chewing gum called Surpass, after a head-to-head pitch with Fleishman-Hillard.

CHICAGO: The Wm Wrigley Jr Co has appointed BSMG to its new division, Wrigley Healthcare, and its first product, an antacid chewing gum called Surpass, after a head-to-head pitch with Fleishman-Hillard.

CHICAGO: The Wm Wrigley Jr Co has appointed BSMG to its new division, Wrigley Healthcare, and its first product, an antacid chewing gum called Surpass, after a head-to-head pitch with Fleishman-Hillard.

The PR spend was not disclosed, but food industry analyst John McMillin at Prudential Securities estimates Wrigley will spend at least dollars 10 million on introductory marketing for Surpass.

BSMG expects to have five people working on the account initially.

Wrigley is notoriously PR-shy within the Chicago business community.

A public company that reported sales of dollars 1.1 billion and net earnings of dollars 167 million in the first half of the year, it has no PR agency of record, said Christopher Perille, director corporate communications. 'Wrigley focuses on the brand rather than the company,' he said of past PR efforts.

Wrigley has a long history of mass-market advertising, often cited as one of the companies that contributed to the growth of brand advertising at the start of the last century.

DDB Corbett in Chicago will handle advertising for Surpass. 'We're approaching this as a fully integrated marketing campaign,' Perille said.

Wrigley wants the product displayed in stores alongside antacids, not in its traditional gum racks. That means reaching different buyers within retail organizations, convincing them to stock the new offering, Perille added.



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