Translation Advertising to Remix Wrigley's Double Mint jingle

By: Errol Mars
Jay-Z & Steve Stoute's Translation Advertising is working with The Wm. Wrigley Jr. Company to update its signature jingles.

Chicago-based confection maker The Wm. Wrigley Jr. Company has commissioned Ne-Yo, Chris Brown and Julianne Hough to remix its signature jingles.

Brown will sing the Double Mint jingle, Ne-Yo will tackle Big Red, and Hough will be paired with Juicy Fruit.

Chris Brown's hit song "Forever" which is currently the No. 3 song in the U.S., is an extended version of a new Doublemint jingle scheduled to begin airing next month in 30-second spots for Wrigley's green-packaged chewing gum.

The giveaway is the lyric “Double your pleasure, double your fun.” He also starts the video by unwrapping a piece of chewing gum and popping it into his mouth.

Translation Advertising, the New York advertising agency headed by former Interscope executive Steve Stoute in partnership with Shawn "Jay-Z" Carter, this week will launch an advertising campaign that uses the new jingles.

"The idea was to connect the hit song and the jingle in listener's minds. That way, by the time the new jingle came out, it was already seeded properly within popular culture," Mr. Stoute says, told the Wall St. Journal.

The revelation that the song is actually a commercial has some calling for a Wrigley boycott over the marketing alliance.

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