Wrigley returns to Singapore after ban

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[Singapore] Wm. Wrigley Jr. Co. is back after a 12-year ban on chewing gum in Singapore. The country's squeaky-clean government still has a distaste for the sticky product, but reluctantly relaxed its no-gum policy after signing a free-trade agreement with the U.S. last year. New rules allow sale of brands with health benefits such as Pfizer's smoking-cessation product Nicorette. Wrigley also got the green light to introduce Orbit and Orbit White, sugar-free gums that freshen breath and whiten teeth. Gum can only be sold under the supervision of pharmacists. Outdoor and print ads broke last week. Ads display pieces of gum arranged like lustrous white teeth. Publicis Groupe's Leo Burnett Worldwide and Starcom won the creative and media business last month following a pitch against Omnicom Group's BBDO Worldwide and Grey Global Group's Grey Worldwide. All three networks handle Wrigley elsewhere.
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