Northlich Set to Handle Rollout for Dragon Fire Gum

Amurol Confections has assigned more business to Northlich, hiring the shop for the national launch of Dragon Fire gum.

The Yorkville, Ill.-based unit of Wm. Wrigley Jr. Co. said it plans a major marketing push behind the cinnamon-flavored gum next year. Media plans are being worked out, as is the size of the marketing budget.

The assignment expands the Cincinnati agency’s relationship with the confectioner. Northlich was hired in June 2001 to market Amurol’s Velamints brand.

BBDO’s Chicago office handles the bulk of Wrigley’s business.

Dragon Fire was introduced last week at the All Candy Expo in Chicago. The gum is expected to hit stores in a couple of months, ahead of next year’s national rollout.