Sticking gum to clean clothes might not seem like a good idea at first blush. But that’s what Wrigley Canada is doing in a sampling promotion in Vancouver and Toronto.

Partnering with Toronto’s Mango Moose Media agency, the North York, Ont.-HQ’d company is attaching 100,000 samples of its Freedent Total whitening gum to the plastic wrapping on newly cleaned duds at dry cleaning establishments in Vancouver and Toronto until the end of the year.

‘This niche media for dry cleaner advertising places (the client’s) gum directly into the hands of a professional demographic in a manner that can’t be ignored,’ Mango Moose account manager Patrick Mazza tells MiC.

Creative for the campaign – consisting of a smile-festooned necktie – was done by Leo Burnett, and media buys were handled by OMD Canada, both of Toronto.