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|Product type||Chewing gum|
|Related brands||Wrigley's Spearmint, Juicy Fruit|
Doublemint is a variety of chewing gum made by the Wrigley Company; according to early advertisements, it is "double strength" peppermint flavored. It was launched in the United States in 1914, and has had variable market share since then.
The Doublemint Twins
As a play on the word "double" in the name, one of the most notable aspects of this brand is the advertising campaign featuring identical twins. Beginning in 1939 with stylized illustrations of twins, advertisements continued with print ads and later television commercials, featuring actual twins as spokespersons. From 1959, the original "Doublemint Twins" were 21-year-old Jayne and Joan Knoerzer (professionally using their mother's maiden name, Boyd) of Hammond, Indiana, appeared in advertisements for Doublemint, until 1963 when Joan became pregnant. The company, however, continued sporadically to promote the campaign, which included twins Jennie and Terrie Frankel in the late 1960s; later "Doublemint Twins" included June and Patricia Mackrell through the 1970s (who had also been the Toni Twins for Toni Home Permanent, which used the slogan "Which twin has the Toni?"), Patricia and Cybil (some sources show her name as Priscilla) Barnstable, Denise and Dian Gallup, Cynthia and Brittany Daniel (future co-stars as the Wakefield twins in the TV series based on the Sweet Valley High novels), Tia and Tamera Mowry (future co-star of The Game with both Tia Mowry and Brittany Daniel and future co-stars of Sister, Sister), Heidi and Alissa Kramer, figure skaters Pamela and Jeremy Green, and Jean (née Barbara) and Elizabeth Sagal (daughters of TV director Boris Sagal and sisters of Married...With Children's Katey Sagal). The Sagal twins enjoyed a brief run as the stars of a sitcom, Double Trouble, in 1984. Later twins projected more sex appeal in keeping with trends in American advertising; the Barnstable twins were later asked to pose for Playboy due to their popularity as spokeswomen for the gum. In 1987, Denise and Dian Gallup spoofed their roles as the Doublemint Twins in cameo roles in the Mel Brooks film, Spaceballs.
"Doublemint" trademark denied in EU
In 2004, the European Union Court of Justice ultimately denied Wrigley's request for trademark status on the name "Doublemint"; the Court found that the mark DOUBLEMINT was descriptive of the product and in violation of trademark law.
The actual flavorings used in Doublemint gum are a trade secret, but the company does say that the main flavor ingredient is peppermint. Although it is not a sugarless gum, in 2003 Wrigley's replaced some of the sugar with artificial sweeteners aspartame and acesulfame potassium.
Sugar, gum base, dextrose, corn syrup, natural and artificial flavors; less than 2% of glycerol, aspartame, gum arabic, soy lecithin, acesulfame K, color (titanium dioxide, blue 1 lake, beta-carotene), BHT
The return of the Doublemint Twins
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The most recent Twins
Wrigley began running Doublemint Twin commercials again in 2005 with a new set of twins, Natalie and Nicole Garza, who were dressed in old-fashioned clothes. They drove a tandem bike through various modern day situations, singing about the complexity of modern life and touting the joy of the simple pleasure of Doublemint gum.
The ad campaign search
Wrigley also began an open casting call for people to be in their ad campaigns. The call goes out to not only actual twins but also, literally, anyone and their dog. Many twins have applied, but so have people and their friends, their pets, even inanimate objects. These can be seen at the official Doublemint Gum website. Since then, the Wrigley Company has run various commercials with some of the new twins, as well as Natalie and Nicole from the 2005 campaign.
- "Wrigley Co.". Encyclopedia of junk food and fast food. Greenwood Publishing Group. 2006. p. 288.
- MacArthur, Kate (26 November 2011). "Doublemint Twins deserted as Wrigley shifts ad spending". Crain's Chicago Business. Crain Communication, Inc. Retrieved 20 February 2017.
- Denise/Dian Gallup - IMDB
- "My Sister, My Self", Playboy, pp. 146–147, March 1981
- "Spaceballs (1987): Full Cast and Crew". IMDB. Retrieved July 7, 2011.
- Ryan, Patrick S. (2004). "DOUBLEMINT: Case C-191/01 P, Office for Harmonisation in the Internal Market (Trade Marks and Designs), v. Wm. Wrigley Jr. Company (E.C.J. October 23, 2003)". Columbia Journal of European Law. 10 (2): 393. SSRN .
- "U.S. Nutrition Information". wrigley.com. Wm. Wrigley Jr. Company. Retrieved 16 January 2017.
- "Wrigley’s Pulls Chris Brown Doublemint Ad". Access Hollywood. NBC Universal, Inc. February 9, 2009. Retrieved February 2, 2011.