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Juicy Fruit begins jingle promotion

Candy company Mars has begun a new promotion in Canada for its Juicy Fruit brand of chewing gum. The initiative features a new version of the brand’s jingle, updated for the first time in 40 years. The company has also produced four versions of the song based on the musical genres of pop, hip hop, country and R&B. Consumers can listen to the songs and vote for a favourite online at <http://www.juicyfruitjingle.ca> until May 25.

“In an age of what’s old is new, reviving the Juicy Fruit jingle will remind Canadians of this iconic song while introducing the brand to younger Canadians who didn’t grow up listening to it,” said Jaclyn Sutton, head of marketing and strategy at Mars Wrigley Confectionery Canada. “Our brand has always been about playfulness, so it was important for us to let Canadians have a say in the selection process. The new jingle campaign is a part of continuing our legacy in a creative and relevant way, that inspires collaboration, and that is true to who we are as a brand.”

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