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It seems safe to speculate that no gum company is putting more thought and money into promotions than Wrigley, which recently revealed that it paid Chris Brown to write and record his top-10 single "Forever" as a way to sell more Doublemint. Now, Wrigley has moved on to fashion: British designer Henry Holland has created a new container for their Extra gimmick, which is basically a cup of gum meant to sit in your car. (Londoners attending Holland's Fashion Week show on Wednesday will get one for free.) The whole thing is much less sneaky than the Chris Brown scheme, which was enacted completely in secret until the jingle topped the record charts, but it does make us wonder who Wrigley will pick next in their quest to collaborate their way to world domination.
· Boycott Wrigley If You Ever Want To Hear Real Music Again [Gawker]
· Here's Looking At Chew [Vogue UK]