Secret of Chris Brown Hit: It's Really a Gum Commercial
'Forever' is pop-song take on Doublemint jingle
By Matt Cantor,  Newser User
Posted Jul 28, 2008 11:12 AM CDT
New packaging for Wrigley's line of stick gums, including Doublemint, Juicy Fruit, Big Red, Winterfresh and Spearmint, is shown.    (AP Photo/Wrigley Jr. Co.)
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(Newser) – Singer Chris Brown’s hit “Forever” has a trick up its sleeve: It’s actually part of a marketing campaign for Wrigley’s Doublemint gum. The top-10 song contains the lyric "Double your pleasure/double your fun" for good reason, which Wrigley will reveal tomorow. The company paid Brown to update its 48-year-old jingle and to record an extended pop-song version around it, the Wall Street Journal reports.

Brown is one of three artists hired to update Wrigley jingles. In upcoming ads, Ne-Yo will sing about Big Red while Julianne Hough will muse on Juicy Fruit. Brown’s full-length song—No. 4 on the Billboard charts last week—came out well before his shorter jingle will start airing on TV and radio spots next month. The idea was that “by the time the new jingle came out, it was already seeded properly within popular culture,” said the advertiser behind the plan.