Chew on this

The Wm. Wrigley Jr. Co. figures the upcoming income tax season is the perfect time to introduce its new Surpass antacid gum.

Samples of Surpass, the first product from the Wrigley Healthcare unit, will be distributed in early April to harried last-minute taxpayers near tax preparer offices in major markets.

The tax season tie-in also includes street marketing on tax day. If a chew of Surpass can’t ease the pain, consumers can call a toll-free hot line where they can receive tax tips from tax experts and heartburn advice from dieticians.

At about the same time, animated TV spots from DDB Corbett, Chicago, will break with the tagline “Chew through heartburn,” sources said. The agency declined to discuss the campaign.

As the world’s largest chewing gum company, Wrigley has been looking for ways to spur new growth. It’s healthcare division was created last year and its business assigned to DDB Corbett, which was formed earlier last year by DDB and Frank J. Corbett.