Wrigley Revives Doublemint Twins with Contest
Wm. Wrigley Jr. Co. is on the hunt for new Doublemint Twins.
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| Wrigley does a double-take on its historic campaign |
The gum leader will hold casting calls in New York City and Chicago next month to find twins to star in a new version of its historic Doublemint Twins ad campaign. Twins also can submit photos at
Twinscastingcall.com to enter the Casting Call Contest; the grand-prize winners get $10,000 and may appear in Wrigley’s ads.
Judges will name 15 semi-finalist couples (five from each casting call, and five from online), then choose the grand-prize couple in June. Semi-finalists all win a year’s supply of Doublemint and Spearmint gum.
Twins can be identical or fraternal, similar friends dressed alike; or even people who resemble their pets. Consumers can “vote” for their fave twins on the site, but that doesn’t affect contest results.
Chicago-based Wrigley this week broke TV advertising that revives its 1960s Doublemint Twins campaign with a tongue-in-cheek twist: The blonde twins, dressed in 60s-style green-checked dresses, ride a tandem bike through contemporary scenes (past skateboarders, newscasters, yoga buffs) and sing, “You didn’t double your pleasure, you just doubled your pain. Deodorant’s extreme, water’s got caffeine, even the news is mean. It doesn’t make sense; even yoga’s intense.”
BBDO Chicago handles ads; GMR Marketing, New Berlin, WI, handles the contest.
Doublemint’s dollar sales are up 3.6% to $39 million for 52 weeks ended Feb. 13, but its unit sales fell 6.5% (to nearly 47 million units), per Information Resources, Inc. Total Wrigley sales are up 10.6% to $602 million for the same time period.
