CHICAGO: The Wm. Wrigley Jr. Co. is hoping to leverage the American Dental Association's (ADA) seal of acceptance awarded to three of its chewing gum brands last week in the hope that it can reach dental professionals and consumers interested in health and wellness.
The ADA's symbol of safety was given to Orbit, Extra, and Eclipse, three sugar-free gums Wrigley makes. The company made the formal announcement last Tuesday in front of the Wrigley building, with executive chairman and chairman of the board Bill Wrigley Jr. and senior members of the ADA presenting the new approval. Edelman is assisting the company with the announcement.
"It's a very big deal for Wrigley," said Brian Wright, director of marketing and communications for Wrigley. "We have been, as a company, investigating the benefits of chewing gum for the oral health area for more than 20 years. As consumer trends are shifting, and more and more consumers are telling us they want health and wellness benefits, we thought now was the right time to formally submit our brands for review."
Packages of the three brands with the seal of approval will arrive in stores sometime in November, Wright said.
The company will launch a marketing campaign surrounding the new seal around the same time, with outreach to dental professionals planned through trade publications and other collateral materials, he noted.
In addition to the outreach to dental professionals, much of which is still in the planning stages, Wright said the arrival of the seal would be accompanied by a number of consumer promotions, as well as print and online advertising.
The three gums are the first chewing gums to earn the seal and are now officially recognized to help fight cavities, strengthen teeth, and reduce harmful plaque acids. The ADA decided to award the seal after reviewing the materials supporting the health claims submitted by the company.