afaqs!

BBDO to freshen up with Wrigley's Doublemint

By Neha Kalra , afaqs!, New Delhi | In Advertising | September 02, 2009
The annual ad spend for Doublemint is expected to be in the region of Rs 8-10 crore

Reliable sources reveal that Wrigley's India, the confectionery company, has roped in BBDO India for the creative duties for one of its chewing-gum brands, Doublemint. Wrigley's is learnt to have an annual ad budget of Rs 8-10 crore for the brand.

It is believed that no formal pitch was called for the brand. Since BBDO is one of the globally aligned agencies for Wrigley's, the agency got an opportunity to showcase its creative ability, and won the business on the basis of the thought on the brand.

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BBDO was asked to make a presentation on Doublemint owning the youth space. With Orbit targeted at adults, and Boomer at children, the youth was that section of the target audience which remained untapped, and which Wrigley's seeks to reach out to with Doublemint.

Of its portfolio of chewing-gum brands in India, Boomer and Orbit continue to be handled by DDB Mudra. The agency had been handling the creative duties for all the brands, including Doublemint, since it set up shop in India in 2007. Prior to that, the account was handled by Grey.

In 2007, as per a global alignment, the creative duties for Wrigley's brands got split between DDB Mudra and BBDO. At that time, neither of the two agencies was present in India, so the account continued to be with Grey, until such time that DDB Mudra came into the picture.

As per some reports, of the Rs 1,000 crore Indian chewing-gum market, Wrigley's brands hold about 50 per cent market share. The gum market grows annually at a rate of about 20 per cent.