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$15 Mil. Push Takes “Eclipse’ to Potentially Large Untapped Market
CHICAGO-BBDO Chicago will help Wm. Wrigley Jr. Co. break out its first new product in five years, backing Eclipse with a $15 million multimedia campaign that positions the sugar-free confection as the first chewing gum for baby boomers.
TV, print and radio advertising will support the gum, which hits store shelves in May. National newspaper inserts will run through summer to generate trials.
Wrigley and BBDO declined to comment on the upcoming campaign.
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