Hollyoaks, one of the UK's highest-rating shows among teen audiences, is celebrating its 10th anniversary this year. It has not had a sponsor since a one-year deal with Nescafe expired two years ago.
The Wrigley deal covers the daily weekday episodes on Channel 4 and E4, but excludes the weekend repeats on T4. Wrigley will feature its range of chewing gum products during the term of sponsorship, which was negotiated by MediaCom.
Hollyoaks recently launched a daily messaging service that provides exclusive upcoming storylines to viewers' mobile phones.
The deal is Wrigley's most high-profile TV work since the controversial ad for its X-cite gum, which featured a man regurgitating a dog to symbolise the elimination of 'dog breath'.
It was the most complained-about ad of 2003, attracting 600 complaints, and was eventually banned. The gum was axed last year after poor sales led to retailers' refusal to stock it.
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