Young & Rubicam’s healthcare subsidiary Sudler & Hennessey has won the 3.5m (Register-MEAL) advertising account for Wrigley’s sugar-free Orbit and Extra gum range.
The business, which was handled by Bates Dorland subsidiary Bates Healthcom, was awarded after a pitch between several undisclosed agencies.
The Wrigley Company moved the business out of Bates Healthcom last month, following a global realignment of the Warner Lambert business, a Bates Worldwide client worth about 65m, whose brands include Dentyne and Stimorol. Warner Lambert insisted on Bates relinquishing the Wrigley’s business.
New advertising for the brands is planned for later this year. The health message to both trade and consumer sectors will stay the same. According to John Flaherty, managing director of Sudler & Hennessey, there will be “no major strategic shift – it’s been a very successful campaign.”
Wrigley’s principal roster agency is Abbott Mead Vickers. BBDO. It also works with Bray Leino.