Chris Browns New Hit Actually A Gum Jingle

July 28, 2008 , 9:50 AM ET

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Kamau High, N.Y.

Wrigley's is turning to contemporary artists Ne-Yo, Chris Brown and Julianne Hough to remix its signature gum jingles. Chris Brown will sing about Doublemint, Ne-Yo will update Big Red and Julianne Hough is paired with Juicy Fruit.

Wrigley's will host a concert in New York tomorrow (July 29) to unveil the new jingles. Radio station Hot 97 is expected to give away tickets for the show as part of the promotion. An advertising campaign from New York's Translation Advertising, part of the IPG network, will launch shortly thereafter.

Hints that Brown would be partnering with Wrigley's were dropped earlier this year in his video &lsquo;Forever&rsquo; from his re-release, &lsquo;Exclusive (The Forever Edition).&rsquo; In the beginning of the video he eats a piece of gum and in the chorus sings the line &lsquo;double your pleasure, double your fun,&rsquo; the long time tag line for Doublemint.

Meanwhile, McDonald's recently named the winner of a contest to remix one of its jingles from the 1970s, &lsquo;Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun.&rsquo;

Jason Harper from Boynton Beach, Fla., beat out more than 1,000 other contestants with his version. &lsquo;For a long time people went away from jingles. I think the pendulum is swinging back and will settle somewhere in the middle,&rsquo; McDonald's chief creative officer Marlena Peleo-Lazar says. &lsquo;There might be a new expression of the jingle -- it just won't be like we remember it.&rsquo;

McDonald's has brought back the &lsquo;two all-beef patties&rsquo; jingle twice before, once in 1996 and again in 2003. But this time it is being used much more extensively. And the company hasn't ruled out resurrecting other jingles. &lsquo;You never know; it depends on the project,&rsquo; Peleo-Lazar says.

On CBS, jingles are being given their own network TV forum. Gene Simmons is already lined up as one of the judges for the &lsquo;Apprentice&rsquo;-style show &lsquo;Jingles,&rsquo; from &lsquo;Survivor&rsquo; producer Mark Burnett. On the show, which does not have yet have an airdate, contestants will vie for a $100,000 grand prize by writing jingles for real products. Kimberly Caldwell, a finalist on the second season of &lsquo;American Idol,&rsquo; is slated to host.