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BBDO Chicago continues to focus on attracting younger chewers to Wrigley’s Big Red gum in a new campaign that touts a reformulated, purportedly longer-lasting flavor.
Television spots, which break today, are the second year of a move away from Big Red’s traditional “kiss a little longer” theme and jingle.
The agency last year introduced Clyde, a hip, older men’s “lounge” attendant who advised consumers about the right choice for fresh breath.
“Our message is, ‘Big Red is the gum for hooking up,'” said Steve Dusenberry, senior vice president and group creative director at BBDO Chicago.