Wrigley is to review its &£20m media business, held by CIA, following WPP’s takeover of Tempus.
The chewing gum brand is concerned about CIA’s merger with WPP media agency The Media Edge (TME), which handles the business for Colgate Dental Gum, Colgate-Palmolive’s recently launched rival to Wrigley. However, industry sources claim that this is not the primary reason for the review.
It is not known whether the company is talking to other media agencies, but Carat, which handles Wrigley’s business in Germany, looks likely to scoop the business if CIA is dropped.
The advertising work, which is held by Abbott Mead Vickers.BBDO, is unaffected by the review.
Wrigley and Colgate have both introduced products aimed at capitalising on consumers’ increasing concern with oral hygiene. Earlier this year, Wrigley launched Orbit White, which contains the stain-beating agent bicarbonate of soda.
Colgate Dental Gum, which launched this month, was backed by nationwide TV advertising, a poster campaign and sampling activity, with a wider media campaign planned for next year. Colgate claims its product is the first dental gum with proven health benefits.
Wrigley is also set to unveil a redesign of its Orbit brand and the revamped packs should be available early next year. Design agency Coley Porter Bell is handling the redesign, which is the brand’s first in 20 years.