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Wrigley adds natural germ-killing agents to Eclipse gum, mints

BY Jenna Duncan

Wrigley Jr. Co. has announced that its Eclipse line of gum and mints will be the first breath-freshening products in the United States to contain magnolia bark extract. The extract, known also as MBE, is a natural ingredient that comes from traditional Chinese medicine that kills bad breath-causing germs, a study released by Wrigley last year said.

Eclipse with MBE was promoted at the All Candy Expo in Chicago May 20. The gum is scheduled to hit retailers’ shelves this summer. Eclipse MBE gum is available in fresh and cool, peppermint, polar ice, spearmint and winterfrost flavors. Eclipse MBE mints will be released in September. Eclipse mint flavors include cinnamon inferno, peppermint, spearmint, and winterfrost.

“For Wrigley to offer this natural germ-killing ingredient is a breakthrough in the breath-freshening gum and mint categories,” Wrigley’s vice president of North American gum marketing, Paul Chibe, said. “Now people will get the best of both worlds in their favorite Eclipse gum and mints—great taste and the ability to help kill germs that cause bad breath.”

In November 2007, the Journal of Agricultural and Food Chemistry released a Wrigley-sponsored study that showed MBE could destroy significant amounts of bacteria known to cause bad breath. Evidence from that study also showed that MBE may help protect teeth from bacteria that cause dental caries.

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Interpublic Group names new leader for Dr Pepper account

BY Jenna Duncan

LOS ANGELES True Agency independent marketing firm founder and former president/chief executive, Valencia Gayles, has been hired to head up marketing on Interpublic Group’s Deutsch/LA Dr Pepper account, the agency said.

Gayles joins Interpublic Group [based Marina del Rey, Calif.] as a senior vice president and group account director. She said in a statement that she is “focused on big ideas and business solutions. When I saw Deutsch’s work and met the people behind it, I realized Deutsch doesn’t just preach integration, they live it and put it to work seamlessly, regularly and effectively for all clients.”

At True, Gayles managed clients like AARP, Countrywide, Hilton Hotels and Infiniti. Gayles also has served as account director at several California agencies prior to founding True where she handled brands like Apple, Earthlink, Lexus and Nissan.

IPG’s Deutsch/LA was awarded lead agency on the Cadbury Schweppes’ Dr Pepper account in April. According to the Nielsen Monitor-Plus, its domestic ad spending was $35 million in 2007, down from $45 million in 2006.

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Miller expands light beer rollout to select cities

BY Jenna Duncan

MILWAUKEE Miller Brewing Co. yesterday announced that its rollout of MGD 64, a new 64-calorie version of Miller Genuine Draft Light, will be extended to six additional new markets, due to positive responses so far.

Miller said Las Vegas, Los Angeles, Minneapolis, Portland, San Francisco, and Seattle have been added to its list of markets to expand sales of MGD 64. The “lighter light beer” was initially launched during the summer of 2007 in Madison, Wis., and is now available across the Midwest and in several Western states.

Marketing activities in places like spas and health clubs, have been planned, as well as print ad launches, radio spots and out-of-home advertising featuring MGD 64’s catch phrase “As Light As It Gets.”

Low-calorie MGD 64 boasts fewer calories and carbohydrates than all other competing brand light beers. At 64 calories and 2.4 grams of carbohydrates per 12-ounce serving, it has fewer than Amstel Light [95 calories, 5 carbs], Bud Light [110 calories, 6.6 carbs], Coors Light [102 calories, 5 carbs] and Michelob Ultra [95 calories, 2.6 carbs].

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