BBDO Animates Wrigley Work

Having practically invented the “icy cool” category, the Wm. Wrigley Company looks to position its Winterfresh brand as the hip leader of the category in a new campaign from BBDO Chicago.

“A lot of the imagery in competitive advertising is stolen right out of Wrigley,” said Paul Chibe, senior marketing manager for Chicago-based Wrigley. “We want to be the trailblazer.”

Television spots in the campaign, which began airing last week, use quirky animation and an urban feel to appeal to teens, who are the primary buyers of gum, said Jim Hyman, senior vice president and group creative director at the agency.

“We had lost our distinctiveness,” Hyman said.