CHICAGO – Wm. Wrigley Jr. Co. is extending its Doublemint gum campaign with new ads specifically targeted to African-American consumers.
The new effort, from BBDO Chicago, features one outdoor and two radio executions and is a more formalized effort against the minority audience than the company previously has done, said Ronald Cox, Wrigley group vp/marketing.
Advertising began appearing in Chicago and other major markets last week and run through year end.
Both radio and outdoor executions feature the tagline, ‘Double Up on the One.’ BBDO created two radio spots – a rap version targeting a younger audience and a boy-meets-girl saga for adults.
Copyright Adweek L.P. (1993)
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