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DDB Corbett’s debut with the William Wrigley Jr. Co. proved inauspicious. The gum-maker, unhappy with Corbett’s introductory campaign for Surpass heartburn-relief gum, looked elsewhere, eventually asking Cincinnati roster shop Northlich to de velop a fresh platform.
A Wrigley representative said Corbett in Chicago re mains lead agency for the brand. The healthcare unit of DDB was assigned the estimated $30 million launch of Surpass last October. Lead Wrigley agency BBDO Chicago couldn’t handle the product because its network handles conflicting ac counts, such as Bayer’s Alka Seltzer.
Corbett’s campaign broke in April with a 30-second TV spot that featured an animated character eating a number of stomach-churning foods.
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