NEW YORK Wrigley's today kicked off an online ad campaign, which included a 24-hour takeover of Yahoo!'s home page, to support the launch of its Eclipse Mints.
The interactive effort, from EVB in San Francisco, features cinematic vignettes that emphasize the fresh breath brought on by the mint. One, for instance, shows an animated couple on the beach getting close despite the woman having an onion burger for lunch, thanks to Eclipse. The tagline: "Breath defying."
Some 30-35 ad units, including Eyeblasters, aimed at 18- to 44-year-olds are running across about 15 Web properties.
The offline portion of the estimated $60 million multimedia effort broke earlier this week, with Jai Rodriguez of Queer Eye for the Straight Guy as the spokesman. It includes TV spots by Omnicom Group's BBDO in Chicago and a companion Hispanic push via Lapiz in Chicago.