The Wrigley Company has finally ended its commercial deal with Chris Brown, nearly six months after Brown’s altercation with Rihanna forced the gum makers to suspend Brown as a pitchmen, Reuters reports. As Rock Daily wrote in June 2008, Brown’s hit “Forever” doubled both as a hit single and the new theme jingle for Doublemint gum, with Brown admitting the song spawned out of a 30-minute writing session while crafting the gum’s jingle. Brown featured in commercials for Doublemint gum until his arrest stemming from the February 8th incident, with Wrigley saying they were simply suspending the ads pending the verdict of the criminal trial. Brown pleaded guilty in exchange for no jail time on June 22nd.
Wrigley has decided to sever their ties with Brown at a curious time: Brown apologized in a video to Rihanna and his fans after pleading guilty to assault, plus “Forever” has exploded back onto the singles chart thanks to a viral JK Wedding Dance video. However, with “Forever” back in the spotlight, perhaps Wrigley’s is concerned people are once again associating the candy company with the beleaguered singer — the song does feature the Doublemint catch phrase “Double Your Pleasure, Double Your Fun” — perhaps leading to the termination of Brown’s contract.
As Rock Daily reported earlier this week, though his official sentencing was delayed until later this month, Brown will likely be sentenced to five years probation and 180 days of community service. Just last week, Brown performed at the Virginia Beach, Virginia stop of Lil Wayne’s America’s Most Wanted tour, taking the stage for the first time since the February 8th altercation.