BBDO to Handle Wrigley and P&G’s Crest Dental Gum

BBDO Chicago will handle next year’s launch of a new Crest-branded chewing gum, which is being marketed through a partnership between the Wm. Wrigley Jr. Co. and Procter & Gamble, sources said.

The two companies last week unveiled a deal in which Wrigley would license the Crest name, trademarks and various technologies to create a brand of dental care gum. BBDO is Wrigley’s lead agency.

The new gum is expected to be in stores within a year. Billings for the launch were not disclosed. Wrigley spent nearly $140 million advertising all its gums last year, per CMR.

Agency officials referred calls to the client. A representative for the Battle Creek, Mich.-based client said it was “too early” to comment on marketing plans.