BBDO Ads, ‘Celeb Seeding’ Back Wrigley Mints

CHICAGO The Wm. Wrigley Jr. Co. will support its Eclipse Mints brand extension with a national multimedia effort that will include product placements on various television shows.

The “Conversations” campaign, via BBDO in Chicago, will include TV spots scheduled to break on national cable networks March 8, as well as outdoor and Internet advertising. Partnerships with United Airlines and Delta Air Lines will include distribution of the product on several domestic flights, according to the Chicago company. Campaign spending was put at $60 million [Brandweek, Oct. 20].

Eclipse Mints already have been featured on Bravo’s Queer Eye for the Straight Guy” program. The client said that a “celebrity seeding program” will place Eclipse Mints with Hollywood’s “hottest talk show host[s] and their guests.” The online push includes “taking over” Yahoo.com on March 11.

“The launch of Eclipse Mints is a key milestone, marking the first Wrigley mint introduction in the U.S.,” said David Kroll, Wrigley’s director of U.S. consumer marketing, in a statement. “Eclipse Mints were specifically developed to resolve consumer frustrations with the current mint category.”

—Brandweek staff report