A new national TV advertising campaign launched by Wrigley on 14 February is encouraging consumers to chew sugarfree gum after eating and drinking, especially when they are on-the-go. Its theme – ‘Break Up With Lingering Food’™ – focuses on how the foods we eat linger in the mouth and can threaten oral health, with an amusing encounter between celebrity Antonio Banderas and the ‘Food Gang’ – a group of mischievous creatures that represents some of the foods that linger longer.
Independent research shows that chewing sugarfree gum for 20 minutes after meals and snacks can help teeth healthy* because the increased production of saliva helps clean the mouth and neutralize the plaque acids that may damage tooth enamel. The new high profile campaign is part of Wrigley’s increased commitment to promoting the proven benefits of chewing sugarfree gum to consumers as an effective part of their oral healthcare routine in a world where snacking and ‘grazing’ are on the increase.
Louisa Rowntree, Wrigley Oral Healthcare Programme Manager in the UK says: 'Wrigley is spreading the message to UK consumers that chewing sugarfree gum benefits oral health, especially for people who are busy and eating and drinking on-the-go. The Wrigley Oral Healthcare Programme supports this through our work with dental professionals, to help them understand and educate their patients about the benefits of chewing and encourage them to Eat, Drink, Chew.'
The proven benefits of chewing sugarfree gum provide a strong reason for dental professionals to recommend chewing to their patients.
For more information about the Wrigley Oral Healthcare Programme please visit the dedicated site for dental professionals www.wrigleyoralhealthcare.co.uk.