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The Wm. Wrigley Jr. Co. has awarded advertising assignments for two of the newest brands in the Wrigley confectionery portfolio -- Life Savers and Creme Savers -- to BBDO Chicago. Advertising for both brands was previously handled by Foote, Cone & Belding, New York.
Wrigley acquired Life Savers and Creme Savers from Kraft Foods in June, seeing significant potential for these quality brands under Wrigley's confectionery focus and expertise.
"Life Savers and Creme Savers are outstanding brands that can be elevated to new levels of success," said Rory Finlay, general manager – new confectionery brands. "We're planning significant investment in both brands to reintroduce them to consumers. Creating relevant and meaningful brand communications is a crucial part of that strategy."
Shortly after the acquisition, Wrigley asked two of its longstanding strategic partners, BBDO and Leo Burnett, to participate in a review for the assignment. Both agencies handle brand assignments for the company in the United States and abroad.
"After a very thorough review of both agencies' work and their plans for Life Savers and Creme Savers, we selected BBDO," Finlay said. "We're confident that their new work on Life Savers and Creme Savers will revitalize these brands and delight consumers.
"This was a difficult decision as both BBDO and Leo Burnett are quality agency partners for Wrigley. We appreciate all the work that Leo Burnett has done for us in the past and look forward to continuing to work with them in key geographies and in building the recently acquired Altoids brand franchise."