Arun Sudhaman

Working the angles around media, comms and marketing.

Posts Tagged ‘Freedent

Wrigley selects Edelman to boost global health credentials

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Posted to the Holmes Report here

Wrigley has consolidated its $3m Benefits of Chewing (BoC) PR programme with Edelman, as the confectionary giant seeks to build its global health and wellness credentials.

According to RFP documents, the Mars subsidiary is aiming to better advocate the links between chewing gum and a range of health benefits, amid increasing regulatory scrutiny of food products. Chewing gum brands such as Orbit and Extra account for the vast majority of Wrigley’s $5 billion-plus revenues.

Edelman previously handled the bulk of Wrigley’s BoC activity in the US,  and prevailed in a pitch that included Burson-Marsteller and Weber Shandwick. Read the rest of this entry »

Wrigley calls $3m global pitch to build health credentials

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Posted to the Holmes Report website here

Confectionary giant Wrigley is pitching a lucrative global PR assignment to build the health and wellness credentials of its chewing gum brands, amid increasing regulatory scrutiny of food products.

In one of the year’s biggest account reviews, the Mars subsidiary is seeking a global agency to build credibility and improve awareness of its 20-year-old ‘Benefits of Chewing’ (BoC) programme, a critical initiative for a company that makes the vast majority of its $5 billion-plus revenues from chewing gum. Read the rest of this entry »

Written by Arun Sudhaman

November 19, 2010 at 1:10 pm

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