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The ads for Wrigley-owned chewing gum brand Hubba Bubba will run from this month and will target children just as they get home from school.

Viacom's creative and sales house Viacom Brand Solutions has developed three animated 3D characters, who make up the Hubba Bubba Gang. The characters are shown behaving like kids, including hanging out, skateboarding, taking part in a bubble-gum blowing contests and going to a sweet shop.

VBS has also developed a , where visitors can play games, enter competitions and interact with the characters. Hubba Bubba Gang in-pack stickers will be rolled out next month.

The deal, brokered by Paul Chard, managing director of SponsorCom, a division of Wrigley media agency MediaCom, also sees Orbit Ice White become the main sponsor of the Paramount Brighton Comedy Festival.

The festival runs from October 10-25 and will feature Orbit branding attached to all marketing activity supporting the festival, which is sponsored by Viacom's Paramount Comedy Channel, including posters, ads on buses and the London Underground, visibility at the event and listings in publications such as Time Out and The Guardian's Guide.

Comedians appearing at the event include Johnny Vegas, Jo Brand, Bill Bailey, Al Murray, Rhona Cameron, Daniel Kitson and Ed Byrne.

The move extends Orbit Ice White's sponsorship of the 'Sunday Night Live' strand on Paramount, which airs every Sunday from 9.30pm -11.30pm.

Dan Salem, commercial director of Viacom Brand Solutions, said: "With our focused portfolio of channels, we've got the ability to closely match relevant Wrigley's brands with our target audiences. And because all the creative was handled in-house, we are able to bring out for Wrigley the value in the relationship our brands have with their audience."

In August, Wrigley's Extra signed up as sponsor of MTV's 'Total Request Live', a request show aimed at 12- to 24-year-olds.

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