It may be two years old, but please stop!


Yeah yeah yeah I know, this advert is two years’ old. But Wrigley’s keep making these terrible Time to Shine adverts and boiling blood finally got the better of me – so I wrote about the one I dislike most. Which is the wedding one.

In this advert, our young bride leaves her groom at the altar with the following voiceover:

He’s got the cash.

He’s got a condo.

He’s got a car.

He’s got a career.

But that still doesn’t mean he gets you.

Time to shine. Extra.

And that’s it. Fin. Finito. ‘What the frik’ I hear you ask ‘does that have to do with chewing gum?’

I too am none the wiser. Does it make me want to buy chewing gum? No.

Will I ever buy Wrigleys Extra again? Yes.

But that’s less to do with the advert and more to do with the fact that all 72,000 varieties of chewing gum at each petrol station / supermarket are Wrigleys Extra. Perhaps the monopoly commission should investigate.

Fundamentally, the reason why the advert is so detached from the product is that things like chewing gum and mouthwash (and indeed hair and skin products) were created in the early 20th century to fill voids that weren’t there before. That we didn’t even know we needed. One of the original mouthwash marketing campaigns played on people’s fears by suggesting they wouldn’t know if they had bad breath, so the only way to ensure you didn’t was to buy it. And they bought it in their droves.

Modern marketing has tried to link chewing gum to weight loss, better digestion and mouth acidity – but all this research will have been paid for the gum companies, or some very bored / rich researchers. And it’s been noticeable by its absence that this message to market has been quiet recently – so maybe it wasn’t true after all (shock horror).

Which is why they have to hook Wrigley’s Extra into something totally abstract to sell it – in this case someone achieving empowerment through chewing gum. It’s such a shame – there are so many fun ways in which you could sell it, this just feels like a global, low cost approach based on opinion polls that in the end just comes across as bland and boring rather than interesting or witty.

Bring back double and spearmint (was not a fan of juicy fruits).

By Thomas Bridge, Head of Hot Beverage Production