Wrigley, Discovery Channel begin Sweeeet Wheels promotion
By Adnews Staff
Wrigley Canada will begin a new promotion today, in association with Discovery Channel Canada and Starcom Worldwide, to promote a new variety of chewing gum called Juicy Fruit Pink. The companies have produced a series of eight one-minute vignettes that will track the process of customizing a 2005 Ford Mustang with new body work, a sound and video system and a branded paint job. The car and a group of promotional workers called the "Juicy Fruit Sweeeet Patrol" will tour various events during the summer. The car will then be the grand prize in a contest called "Sweeeet Wheels." A new vignette will be release each week until Aug. 29. They will air during episodes of Monster Garage, American Chopper and American Hot Rod. Each vignette will also be hosted on the Discovery Channel website. A commercial promoting the contest will air on Discovery Channel, Animal Planet and CTV Travel. "We are thrilled to offer Wrigley Canada a unique, story-driven vehicle to promote Juicy Fruit Pink," said Sally Basmajian, vice-president of sales and marketing at Discovery Channel. "The vignettes are a natural fit with Discovery's car and bike programming and the contest will be very attractive to our key audience."