Wrigley Company Unveils New TV Campaign for Winterfresh® Gum June 8, 2001 FOR IMMEDIATE RELEASE CREATED BY BBDO CHICAGO AND WILD BRAIN, INC. Six new spots by six different directors stress individuality Animated spots a first for the brand Chicago/San Francisco (June 8, 2001) - The Wm. Wrigley Jr. Company's Winterfresh chewing gum, first introduced in 1994 and now the #1 gum among teens, gets a new TV campaign which features six spots directed by six different directors. The ads deliver important core messages for the brand in a unique way, showcasing several distinct animation styles. Wrigley and BBDO Chicago developed the creative strategy and led the execution of the creative campaign. Premier animation studio, Wild Brain, provided animation for the spots. All spots will be in full rotation by June 25, 2001. "The teen demographic is one of the most difficult to reach and retain, but the reaction to these spots has been exceptionally positive," said Paul Chibe, senior marketing manager for Wrigley's Winterfresh brand. "We made a decision early on to create a campaign in a medium that would appeal to the brand's core demographic segment - teens - an incredibly diverse and expressive group." "Wrigley has become a champion of breakthrough creative," says Jim Hyman, senior vice president, creative director at BBDO Chicago. "The choice to use animation was a first for the Winterfresh brand and allowed our creative team to give each spot a unique look and feel - driving home the message of individuality that is so important to young people today." "We love the opportunity to do this kind of work," said producer Bill Weir of Wild Brain Inc. "Wrigley encouraged each of our directors to pitch design and technique ideas that appealed to them on a personal aesthetic level. They were inspired to pursue challenging, experimental looks." Each of the six 30-second spots in this wildly diverse campaign are artistically driven pieces of experimental animation with a unique style, design, animation technique and execution. They provide the audience with a viewing experience that is like a short film or art piece. The campaign shows teens involved in a number of everyday activities and pastimes in which they express themselves creatively or personally, to us and their peers, in a confident, fun and natural way. All the spots feature the Winterfresh tagline "Whatever comes out…it's cool." About the WM. WRIGLEY JR. COMPANY The Wm. Wrigley Jr. Company is a recognized leader in the confectionery field and the world's largest manufacturer and marketer of chewing gum, with global sales of over $2 billion. Founded in 1891, the Company is headquartered in Chicago. Production facilities in 13 countries, operations in 34 countries and approximately 10,000 employees worldwide, enable the Company to market its world-famous brands in over 150 countries. Those brands, a couple of which have been around for over 100 years, include Wrigley's Spearmint®, Doublemint®, Big Red®, Juicy Fruit®, Winterfresh®, Extra®, Freedent®, Hubba Bubba®, Orbit®, Excel®, Eclipse®, Airwaves® and P.K®. About BBDO BBDO Chicago is one of the largest advertising agencies in Chicago. In 2000, agency billings were $402 million. The agency employs 250 people. BBDO Chicago's clients include: Allied Domecq (Beefeater, Kahlúa, and Stolichnaya); American Dairy Brands (Borden cheese products); Amurol Confections; Bayer Corporation (Aleve, Aleve Cold & Sinus, One-A-Day, Flinstone's and Bugs Bunny Vitamins, Midol, and Rid ); The Cleveland Clinic Foundation; Dodge; ICI Paints; Illinois Department of Commerce and Community Affairs; Rock and Roll Hall of Fame + Museum; and the Wm. Wrigley Jr. Company. About WILD BRAIN, INC. Founded in 1994, Wild Brain, Inc. is the premier animation studio delivering compelling content for film, TV, commercials and the Internet. With its distinctive pool of award-winning animators, Wild Brain has created numerous animated household brand adaptations including Hershey's 'Dancing Kisses', KFC's Colonel and The Jolly Green Giant for Pillsbury. Wild Brain's film projects include the cel animated sequences for Universal Pictures' The Adventures of Rocky & Bullwinkle and the studio's most recent accomplishment, the original 3D character short, Hubert's Brain. Wild Brain has also completed a slate of original work for TV, including the 26-episode series, Poochini, as well as 40 new, proprietary titles for the Internet. CONTACTS: Chris Perille, Wm. Wrigley Jr. Company P: (312) 645-4077 F: (312) 644-0015 E: cperille@wrigley.com Brad Drew, BBDO Chicago P: (312) 595-2561 F: (312) 337-6871 E: brad.drew@bbdo.com Chris Reichert, mPRm Public Relations P: (323) 933-3399 x211 F: (323) 939-7211 E: creichert@mprm.com << Back