Wrigley searches for street cred among teens

Wrigley China has kicked off a national PR campaign for its iconic Juicy Fruit brand, with a fashion design competition pitched at teenagers. <BR><BR> The PR and event components have been developed by Bluefocus PR Consulting and Arc China respectively, with Leo Burnett Guangzhou and MEC handling creative and media duties. The push - across almost 20 cities in China, including Guangzhou, Chengdu, Shenyang and Wuhan - aims to create a platform for teens where they can express themselves, at the same time, strengthening their association with the brand, according to David Glass, marketing director, Wrigley Confectionery China.