Winterfresh Promotes Icy Cool on Fuse

NEW YORK Wrigley’s Winterfresh gum will promote its Icy Cool flavor during a 10-second channel ID on Fuse music television.

Starting Thursday, the 10-second intro will run during the cable network’s Dedicate LIVE! program, during which viewers e-mail song dedications that scroll along the bottom of the screen during music videos. The show receives between 6,000 and 10,000 dedication requests during the program.

An Icy Cool logo will appear in the bottom left-hand corner next to the crawl throughout the program, a Fuse spokesperson said.

The branded content also will be viewable on the splash page featured on the broadband edition of the network. Consumers can use the Winterfresh logo to click-through to the brand’s official Web site,