The Wm. Wrigley Jr. Co. here awakens its sleeping giant, Juicy Fruit gum, with a new campaign that returns the brand to the airwaves after a two-year absence.
The youth-oriented campaign from BBDO Chicago repositions the brand with the strategy that "only Juicy Fruit satisfies your need for something sweet," according to a BBDO representative. The campaign is tagged, "I gotta have sweet gum."
In the 30-second TV spot breaking today, a mother hears a wild bear rampaging through her teenage boy's room, looking for something sweet. When it finds a piece of Juicy Fruit gum, it morphs back into the teenage boy. A second spot will follow in October.
Juicy Fruit leads the sugar fruit gum category with a 70 percent share, and Wrigley officials expect the new campaign to maintain that dominance, sources said.
The spots will air during prime time programs Party of Five, Clueless and Beverly Hills 90210, and will also be slotted on such youth-skewed cable networks as MTV, TBS and USA.
Juicy Fruit's last TV spots, in 1996, positioned the gum as "10 sweet calories. One sweet choice."
Advertising for the brand has fallen dormant in recent years, with no media expenditures last year, according to Competitive Media Reporting, although Wrigley spending on other brands totaled approximately $125 million.
Later this month, BBDO Chicago is expected to launch Wrigley's new Stay Alert caffeinated gum. That campaign is expected to include print, radio and outdoor ads.