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Wrigley adds natural germ-killing agents to Eclipse gum, mints

BY Jenna Duncan

Wrigley Jr. Co. has announced that its Eclipse line of gum and mints will be the first breath-freshening products in the United States to contain magnolia bark extract. The extract, known also as MBE, is a natural ingredient that comes from traditional Chinese medicine that kills bad breath-causing germs, a study released by Wrigley last year said.

Eclipse with MBE was promoted at the All Candy Expo in Chicago May 20. The gum is scheduled to hit retailers’ shelves this summer. Eclipse MBE gum is available in fresh and cool, peppermint, polar ice, spearmint and winterfrost flavors. Eclipse MBE mints will be released in September. Eclipse mint flavors include cinnamon inferno, peppermint, spearmint, and winterfrost.

“For Wrigley to offer this natural germ-killing ingredient is a breakthrough in the breath-freshening gum and mint categories,” Wrigley’s vice president of North American gum marketing, Paul Chibe, said. “Now people will get the best of both worlds in their favorite Eclipse gum and mints—great taste and the ability to help kill germs that cause bad breath.”

In November 2007, the Journal of Agricultural and Food Chemistry released a Wrigley-sponsored study that showed MBE could destroy significant amounts of bacteria known to cause bad breath. Evidence from that study also showed that MBE may help protect teeth from bacteria that cause dental caries.

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Interpublic Group names new leader for Dr Pepper account

BY Jenna Duncan

LOS ANGELES True Agency independent marketing firm founder and former president/chief executive, Valencia Gayles, has been hired to head up marketing on Interpublic Group’s Deutsch/LA Dr Pepper account, the agency said.

Gayles joins Interpublic Group [based Marina del Rey, Calif.] as a senior vice president and group account director. She said in a statement that she is “focused on big ideas and business solutions. When I saw Deutsch’s work and met the people behind it, I realized Deutsch doesn’t just preach integration, they live it and put it to work seamlessly, regularly and effectively for all clients.”

At True, Gayles managed clients like AARP, Countrywide, Hilton Hotels and Infiniti. Gayles also has served as account director at several California agencies prior to founding True where she handled brands like Apple, Earthlink, Lexus and Nissan.

IPG’s Deutsch/LA was awarded lead agency on the Cadbury Schweppes’ Dr Pepper account in April. According to the Nielsen Monitor-Plus, its domestic ad spending was $35 million in 2007, down from $45 million in 2006.

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Jelly Belly releases gift sets featuring novelty ice cream flavors

BY Jenna Duncan

FAIRFIELD, Calif. Jelly Belly’s Ice Cream Parlor Mix, jelly bean flavors based on Cold Stone Creamery ice creams, are now available in three gift packages.

Jelly Belly and Cold Stone have created a Parlor Mix gift set, comprised of two ceramic waffle cone-shaped dishes and a 5 oz. package of Parlor Mix jelly beans. The dishes can be used for candy or ice cream and come packed inside a red box with a handle. Another gift package design comes as a single waffle cone dish filled with Jelly Belly jelly beans. A third design is a mini cone dispenser with a twist-off top, filled with 1.5 ounces of the Jelly Belly Ice Cream Parlor Mix jelly beans.

Cold Stone Creamery Jelly Belly Ice Cream Parlor Mix flavors include apple pie a la Cold Stone, birthday cake remix, chocolate devotion, mint mint chocolate chocolate chip and strawberry blonde.

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