• Brandweek, Tuesday, March 7, 2006 12 PM

It's been a long, long time since a new product has been launched under Wm. Wrigley's famous Doublemint brand--almost a century. But all that's about to change with a new product introduction that keeps the well-known "Doublemint Twins" campaign theme and includes new ads to support the launch. The new product is Doublemint Twins mints, which feature two flavors in one mint and come in both Wintercreme and Mintcreme flavors. Packaging includes the familiar blue and green Doublemint arrows and come in a convenient, flip-top pack. Suggested retail price is 69 cents for 37 mints. "Consumers told us that they were looking for an innovative and exciting way to enjoy the Doublemint brand that they grew up with," stated Paul Chibe, senior marketing director for Wrigley. A new ad campaign builds on the brand's heritage of the Doublemint Twins and their unique jingle--but with an unexpected twist. Viewers will be introduced to a new set of twins--two very different people that are dressed alike as twins--singing, "New Doublemint Twins are different. They're mints."

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