When I first heard Chris Brown’s song, “Forever,” I knew that it wouldn’t take long for Wrigley’s Double Mint Gum to use him to their advantage. His use of the old gum tag line – “Double the Pleasure, Double the Fun” in his song meant money signs to them. He is the perfect celebrity who provided the perfect song that would allow them to successfully reposition their brand.
Chris Brown is an effective celeb choice because he hasn’t saturated television with his endorsements like Beyonce or Rihanna. He has pretty much stayed away from doing commercials. So, he provided Double Mint Gum with a fresh face for ads. He is also very hip and trendy right now among pre-teens, teenagers and young adults. This is important to Double Mint Gum if it wants to reach these age groups while it repositions. And, why wouldn’t you want to reach this demographic while it is so profitable?
Overall, I think that without knowing it, Chris Brown basically handed Wrigley this amazing opportunity to use television commercials again. I remember the old commercials that featured all the twins, but I only paid attention because it is my grandpa’s favorite gum to chew. But now with Chris Brown as the face of Double Mint, people who chew this minty gum won’t think of twins or their grandfathers.
