FCB Out as Wrigley’s Life Savers Goes Into Review

CHICAGO Wm. Wrigley Jr. Co. has put its recently acquired Life Savers and Creme Savers brands into review, a company executive confirmed.

“We informed Foote Cone & Belding, who has been handling that business, that we wouldn’t be continuing with them,” said company representative Christopher Perille. “We [are] bringing [the brands] into our existing stable of ad agencies.”

Though Perille would not name agencies involved, Omnicom Group’s BBDO in Chicago is Wrigley’s lead advertising agency. Publicis Groupe’s Leo Burnett in Chicago handles the recently acquired Altoids brand, which is not involved in the review.

At the end of June, Wrigley, based in Chicago, closed its purchase of the Life Savers, Creme Savers and Altoids brands from Kraft Foods. Interpublic Group’s FCB in Chicago is a Kraft roster shop.

Kraft spent just over $20 million advertising the Life Savers and Creme Savers brands last year, according to Nielsen Monitor-Plus.