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BBDO Chicago will handle next year’s launch of a new Crest-branded chewing gum, which is being marketed through a partnership between the Wm. Wrigley Jr. Co. and Procter & Gamble, sources said.
The two companies last week unveiled a deal in which Wrigley would license the Crest name, trademarks and various technologies to create a brand of dental care gum. BBDO is Wrigley’s lead agency.
The new gum is expected to be in stores within a year.
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