Wrigley Opens Hispanic Review

NEW YORK Wrigley Co. has placed its Hispanic advertising account into review.

Requests for proposals were sent out last week by the Chicago-based company’s procurement department to an undetermined number of ad agencies, sources said.

Incumbent Lapiz (a unit of Leo Burnett in Chicago) would not comment on whether it would defend the account, which has been on the shop’s roster since 2001.

According to the RFP, a decision is expected in early September.

The review includes all U.S. Hispanic planning for the core gum business (Orbit, Orbit White, Winterfresh, Big Red, DoubleMint, Juicy Fruit, Eclipse, Freedent, Extra, Hubba Bubba) and non-core brands (Altoids, Lifesavers, Cremesavers).

A Wrigley executive declined comment.

According to TNS Media Intelligence, Wrigley spent slightly more than $6 million on Spanish-language media in 2005 and almost $3 million during the first four months of 2006. Wrigley has global sales in excess of $4 billion.