Sunday, February 15, 2009

Wrigley's Hidden Jingle on Billboard Top 100

Ne-Yo, R&B artist Chris Brown and country singer Julianne Hough (a professional contestant on "Dancing With the Stars") partnered with Wrigley's, behind the scenes, to promote the brand via jingles.

Well before the new Wrigley's campaign was announced, Chris Brown took 30 minutes to write the new Doublemint jingle. Then, working with producer Polow Da Don, he expanded it to a song, which he named "Forever." The song is on his 2007 album "Exclusive." It was re-released in 2008, and went to the top of the Billboard 100.

Afterwards, Wrigley's revealed that the song was intended to be a jingle, and that they had paid for it. Then they used it in a Wrigley's TV spot.

Interpublic's Translation Advertising, who put the deal together, commented, "By the time the new jingle came out, it was already seeded properly within popular culture."

This might be the first time that a branded song has been introduced in such a covert manner.

Listen to the song here.

Check out the Wrigley's commercial:

source: Surprise! Your Favorite Summer Jam Is Really About Chewing Gum: Wrigley's 'Seeds' Chris Brown Track for Later Jingle Campaign, Advertising Age, posted by Mike Tunnicliffe and Charlie Moran on 07.29.08.

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