Serious Eats
Wrigley Gum Enlists Pop Singers to Update Commercial Jingles
That "Double your pleasure, double your fun" lyric in the chorus of pop singer Chris Brown's new song, "Forever" is not a coincidence. The strategic nod to Wrigley's Doublemint gum is part of the brand's new advertising campaign, which will enlist two other pop stars to update classic Wrigley jingles.
R&B singer Ne-Yo will give his rendition on Big Red's "Kiss a little longer," and country singer Julianne Hough is in charge of Juicy Fruit's "The taste is gonna move ya."
"Forever" was released back in April and has been slowly gaining popularity, reaching number four last week on the Billboard Hot 100 chart. As an ad executive for the new campaign notes, by the time the jingle comes out, it's already been "seeded properly within popular culture." This could change the way commercial jingles are produced. Then again, as a singer, do you really want one of your songs to be known as "the gum song"?
The video for "Forever," after the jump.