Wrigleys enlists Sophie Ellis-Bextor to encourage kids to chew gum

Wrigleys: has signed Sophie Ellis-Bextor
Wrigleys: has signed Sophie Ellis-Bextor

Wrigleys has signed singer Sophie Ellis-Bextor to front a brand campaign that aims to get children chewing gum every day.

The campaign, which Wrigleys said is supported by research that chewing gum aids dental health, aims to get 12-14 year olds to chew gum every day for two weeks.

It has launched "Chew O’clock Challenge", a campaign that calls on families to chew sugar-free gum together every day at 4 o'clock, fronted by Ellis-Bextor.

It polled 1000 parents and found 23% weren't aware of the impact snacking could have on children's teeth.

Claiming "a sugar-free gum is a quick and easy way to keep youngsters’ teeth in mint condition" after snacking, it said 45% were unaware of the benefits of chewing gum, which it said helps neutralise plaque acids. 

"Post-school snacks are an increasingly common part of a child’s everyday routine and, as a dental profession, we now regularly see the effect this is having on their oral health," said Dr Nigel Carter, British Dental Health Foundation CEO.

"What a lot of people don’t know is that snacks can be just as damaging for teeth as main meals.

"And while brushing for two minutes, twice a day is still the best way to keep teeth clean and healthy, chewing sugar-free gum in between can be extremely effective in breaking down lingering food, neutralising harmful plaque acids and reducing the risk of decay."


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