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Oct. 14, 2009 – Wrigley Canada, a Proud Partner of the Vancouver
2010 Olympic Winter Games, is launching C.H.E.W. (Canadians Helping
Each Other Win), a unique charitable effort that empowers Canadians
to help the nation's athletes pursue their Olympic dreams. Now through March 21, 2010,
a portion of the sales of Wrigley's Excel, Extra and Juicy Fruit
chewing gums will be donated to the Canadian Olympic Foundation, a
non-profit organization founded by the Canadian Olympic Committee to
provide financial support to Canadian athletes across all Olympic and
Paralympic sports.
"As the Olympic Games, the world's premiere sporting exhibition, return to Canada for the first time in more than 20 years, we are tapping into the nation's passion and pride for Team Canada
by creating a program that invites all Canadians to help our competing
athletes," said Shai Altman, General Manager for Toronto-based Wrigley Canada.
"Every time people purchase and chew their favourite Wrigley's Excel,
Extra or Juicy Fruit gum, dollars are being directed to the Canadian
Olympic Foundation in the amount of at least a half million dollars and
the more people chew, the more we will donate."
Special Olympic-edition packs of Excel, Extra and Juicy Fruit gum
are now available in retail locations throughout the country. These
packs each feature an image of a notable Canadian athlete including
legendary hockey goaltender Martin Brodeur, sledge hockey goaltender Paul Rosen, world-champion speed skater Denny Morrison, world class downhill skier Kelly VanderBeek-Ford, former Olympic curler Kelley Law and national-champion snow boarder Brad Martin.
The C.H.E.W. (Canadians Helping Each Other Win) campaign further encourages Canadian national pride by featuring the Maple Leaf
on individual pieces of Excel and Juicy Fruit gum. It marks the first
time that Wrigley has printed a graphic, particularly a recognizable
national symbol, on individual pieces of chewing gum.
"We're proud of our national heritage," added Altman. "Each pellet
of Juicy Fruit and Excel, Canada's No. 1 confectionary brand,* is
manufactured in Canada, and in 2010, Wrigley will celebrate 100 years of Canadian operations. We hope that when consumers see the Maple Leaf
on their favorite gums, they are reminded of the importance of
supporting the dreams of Canada's athletes as they compete on this
global stage."
Fans can learn more about the C.H.E.W. (Canadians Helping Each Other Win) program at www.ChewToWin.ca, a site that will serve as a hub for all Olympic activity offered by Wrigley's Excel, Extra and Juicy Fruit gum. Through November 8, the site includes a sweepstakes where consumers can register for a chance to win a trip to Vancouver to experience the 2010 Olympic Winter Games firsthand.
For more background on the athletes featured on the specially marked
packs of Wrigley's Excel, Extra and Juicy Fruit gum or to download an
electronic C.H.E.W. (Canadians Helping Each Other Win) press kit, visit
www.ChewToWinEPK.ca.
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