Wm. Wrigley Jr. Co. next week launches new creative for Spearmint gum, giving the "When you'd like to smoke but can't" positioning a humorous twist. Two 30-second TV spots from BBDO
, Chicago, show characters sweating it out in no-smoking situations without Wrigley's Spearmint gum on hand. Wrigley began the alternative-to-smoking campaign in 1990. The campaign until now has featured poster-like images.