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Published on .

CHICAGO-Wm. Wrigley Jr. Co. in the coming months will launch fresh creative for nearly all its brands, starting this week with spearmint gum.

Two 30-second spots from BBDO Worldwide give the "When you'd like to smoke but can't" positioning a humorous twist, showing characters sweating it out in no-smoking situations without spearmint gum on hand.

A new Winterfresh spot will debut on the season premiere of Fox TV's "Beverly Hills, 90210." And new ads for Extra appearing in October will keep the "Extra lasts extra long" tagline but will give the brand a more human-and humorous-look, said Phil Gant, chief creative officer at BBDO.

Doublemint is still on the drawing board but could receive a new tagline, Mr. Gant added.

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