Wrigley is planning to introduce actor Antonio Banderas as the first celebrity brand ambassador for its flagship chewing gum brand Extra.
The year-long global advertising campaign will debut February 14 and will feature the tagline “break up with lingering food.”
It will be a part of Wrigley's wider “Eat, Drink, Chew” marketing strategy, which was first rolled out in 2011 to promote the benefits of Extra, the best-selling sugar-free chewing gum brand in the UK.
Pamela Bower-Nye, Wrigley's UK and Ireland marketing director, said Banderas was the “perfect ambassador” to encourage consumers to incorporate Extra into their everyday oral care routine.
Banderas, who has starred in films such as Shrek and Desperado, previously appeared in marketing for Marks & Spencer. The 2007 TV ad, which also featured long-time M&S ambassador Twiggy, was shot in the style of classic Hollywood film trailers.
According to Nielsen figures, UK sales of Extra rose 11.6% in 2012 in the UK. Its nearest competitor, sister brand Airwaves, recorded a 4.3% rise in sales last year.
Former Britvic international marketing director Bower-Nye joined Wrigley in November, taking responsibility for its gum and confectionery portfolio.
She replaced Daniela Campari, who left the company to return to the US.
This story originally appeared on the website of Marketing, the sister publication of PRWeek at Haymarket Media.