Williams Sisters Reach Three-Year Partnership With Wrigley Co

For the first time in its 87-year history, the Wm. Wrigley Jr. Company's (NYSE: WWY) Doublemint gum will partner with professional athletes -- tennis superstars and sisters Venus and Serena Williams -- for a national marketing campaign.
As part of an exclusive three-year partnership, announced March 22 at the Ericsson Open in Miami, the Williams sisters will appear in Wrigley's "Distinctively Doublemint" advertising campaign to be launched later this summer. USA Today reported it to be worth between $7 million and $10 million, citing unidentified people with knowledge of the agreementThe Williams sisters will also be featured in promotional and public relations materials and activities, including making personal appearances and acting as spokespeople on behalf of Doublemint gum.
"We feel Venus and Serena Williams will contemporize the Doublemint brand while upholding the traditional appeal that has made it a favorite for generations," said Rory Finlay, senior marketing director for Wrigley. "They are bold and fresh with a strong sense of style; in short, they are distinctively different and are a perfect fit for the Distinctively Doublemint campaign."
"This is a great partnership for us -- we like to do our own thing, with our own sense of style and so do the people who chew Doublemint," said Venus Williams.
"It's easy to see the connection we have with Doublemint gum," added Serena Williams. "We strive to stay true to ourselves and don't really follow the fads. That is what Doublemint has done -- with the same unique taste and same distinctive look as when we grew up chewing it."
About Doublemint Gum
Doublemint® gum was launched in the United States in 1914. Since then, the brand has become one of the world's best-selling chewing gums and has been enjoyed by generations of consumers in more than 140 countries. Over the years, Doublemint® gum has maintained its unique mint taste and distinctive green packaging allowing it to stand in a class by itself.
About the Williams Sisters
While consumers may associate the brand with the famous Doublemint twins created in the 1930's, the Williams sisters are in fact not twins. Venus and Serena are very successful doubles tennis partners, known for their unique style on and off the court.
The Williams sisters have won all four Grand Slam titles in the women's doubles category, including: the 2001 Australian Open, 2000 Wimbledon, 1999 U.S. Open and 1999 French Open. In 2000, they also brought home the Olympic Gold medal for the USA in women's doubles tennis. Venus and Serena were named the WTA Tour Doubles Team of the Year for 2000 and have reached career high rankings of No. 3 (Venus) and No. 4 (Serena) in world.
About Wrigley's
The Wrigley Company is the market leader for chewing gum in the United States and in many countries across Europe and the Pacific Rim. The company's success through the years has been based upon its solid foundation of talented people, quality products, widespread distribution, bold merchandising and effective advertising
 
 

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