Monday, July 28, 2008

Wrigley's Gum - The Hitmaker

It's nothing new for an advertisement to contain a pop song. It is usual when an artist, in this case Chris Brown, records a new song, Forever, which incorporates the tag line to the ad campaign: Double your pleasure, double your fun. It's the right one, Doublemint gum and the song charts in the Billboard Top 100, even before it's released in an ad. Wrigley's did not disclose how much they paid Mr Brown for his service, but they additionally picked up all the recording costs. His record label Jive, was at first reluctant to release the single. Why would they hesitate? Another company is paying recording costs? Seems like a no-brainier. Was the label afraid of selling out? There are different versions of the song for radio ads, etc, but they are pretty close to the original. Translation Advertising created the campaign. Also recording songs which will remain as spots are Julianne Hough and Ne-Yo. I would love to know how much influence this song will have on the consumer and will it sell more gum? I can't imagine this is a low budget campaign. How much gum will they have to sell to break even? Here's the link to the WSJ article.

For years I've been surprised that advertisers don't sponsor a whole album, much the same way BMW was the sole sponsor on the premier episode of Mad Men last night. Recording costs can be relatively inexpensive and they can throw in producing a video. Maybe the video features the sponsor's item. The sponsor can promote the album through their regular advertising channels. They have all the music they need to promote their product, the artists gets the recognition they need and everyone is happy.

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