Wrigley Pays Off The American Dental Association
For the ADA Seal of Approval to Appear on their Gum
The American Dental Association said Tuesday it has awarded its seal of acceptance to Wrigley sugar-free gums Orbit, Extra and Eclipse — based on studies funded at least partially by the maker of Wrigley gums, Chicago-based Wm. Wrigley Jr. Co. It’s the first time the ADA has allowed its seal to appear on gum after clearing it for thousands of other products since 1930. The seal currently appears on various toothpaste, dental floss and oral rinse products. Now gum? Shouldn’t they test other products before before issuing such a seal on only Wrigley? Why not Trident.
Studies confirms those three gums have been shown to help prevent cavities, reduce plaque acid and strengthen teeth. Studies submitted by Wrigley showed that chewing those gum products for 20 minutes three times a day after meals increases saliva production. Saliva, the ADA said, helps neutralize and wash away plaque acid and bathes the teeth in minerals such as calcium, phosphate and fluoride, which are known to strengthen tooth enamel and help prevent cavities. Yay!
Wrigley’s gums were singled out among other sugar-free gums because the company approached the studies that focused solely on its products. However, Wrigley paid $36,000 to submit its evaluation material — $12,000 per product. ADA also said Wrigley spends $35,000 to $45,000 in exhibit booth space at its annual meeting, advertising in its publications and on other sponsorships. It also pays $25,000 to help sponsor an ADA health screening program. AHA! Gaining the seal nevertheless is a marketing coup for Wrigley, which kicked off a print and online publicity campaign Tuesday and said it would target dental professionals in particular.
