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 "Forever" from his re-release, "Exclusive (The Forever Edition)." In the beginning of the video he eats a piece of gum and in the chorus sings the line "double your pleasure, double your fun," 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, "Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun."

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

Source: billboard