Wrigley Puts Juicy Fruit Back on TV
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Launched in 1893, Juicy Fruit is Wrigley’s oldest gum brand. But in recent years, the marketer has spent next to nothing advertising the classic brand, opting instead to invest behind its portfolio of sugar-free products like Extra and Orbit.
That’s about to change. Beginning this week, Juicy Fruit is returning to TV for the first time since 2009. The campaign, which broke Jan. 12, includes two spots called “Armpit” (above) and “Zipper” (below) that deploy fart noises and other nonverbal antics meant to position the gum for fun. The message is that the gum is “so sweet” that “you can’t help but chew.” One of the spots plugs Juicy Fruit’s new Starburst-co branded flavor that recently began hitting stores. Starburst is also owned by Wm. J. Wrigley Jr., which in turn is owned by Mars Inc.
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