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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.
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