CHICAGO: Wrigley is working with Edelman to increase media and consumer interest in its decision to revive its long-dormant brand icons, the "Doublemint Twins"
Edelman is publicizing a Wrigley contest to find a pair of twins who will receive a $10,000 prize and get the chance to be in a future Wrigley ad.
A new website, www.twinscastingcall.com, has been created to accept applications for the contest.
Edelman is handling media outreach for the open casting calls, which will be held April 19 in Times Square and April 26 in Chicago. Consumers will be able to vote for their favorite twins online.
"The events have a curiosity factor. [Reporters will] get some interesting stories and images from them," said Chris Perille, senior director of communications for Wrigley.
The contest is "extending the news beyond the actual commercial itself," he added.
Wrigley unveiled a new Doublemint TV ad at its annual meeting March 8 featuring one new pair of previously hired twins.
The ad shows the twins in '60s retro dresses singing about simple pleasures as they bicycle through a variety of hectic scenes.
Wrigley decided to bring back the twins because "they are an iconic image and very much ingrained in people's memory," said Perille.
The twins were common in Wrigley ads of the 1960s.