July 18, 2008

By By Kamau High, N.Y.

Wrigley's, the confectioner maker, is turning to contemporary artists Ne-Yo, Chris Brown and Julianne Hough to remix its signature jingles.

Each artist has redone one of Wrigley's gum jingles. Chris Brown will sing about Double Mint, Ne-Yo will do Big Red and Julianne Hough is paired with Juicy Fruit. While Brown and Ne-Yo are both urban artists, Hough is a country singer.

Wrigley's will host a concert in New York on July 29 to unveil the new jingles. Radio station Hot 97 is expected to give away tickets for the show as part of the promotion. An advertising campaign from New York's Translation Advertising, part of the IPG network, will launch on the day of the concert.

Hints that Chris Brown would be partnering with Wrigley's were dropped earlier this year in his video "Forever" from his re-release, "Exclusive (The Forever Edition)." In the beginning of the video he eats a piece of gum and the chorus sings the line "double your pleasure, double your fun" the long time tag line for Doublemint.

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