Doublemint Gum

In these videos, Wrigley's Gum is capitalizing on the popularity of Pop songs already available to consumers.

Both commercials (Doublemint and Juicy Fruit are both owned by Wrigley's) use the melody of the original song, changing the words to talk about their product.

I think the idea is: if they liked the song/the artist, etc...then they'll listen to them talk about our product. Chris Brown and Julianne Hough signify a certain type of person. Cool, pretty, hip hop, country - all these things and all these kinds of people will identify with them, and thus the product.

And plus, the graphics and effects are pretty cool. Targeted toward young adults.