The jingle is sticky, like gum, and tough to get out of your head. But the video is old and grainy. Sort of like the Doublemint twins themselves.
Advertising guru Adam Hanft says gum's marketing is stale. That is the reason sales deflated by 11 percent, according to market researcher Euromonitor International, when the industry's bubble blew back in 2009.
It seems the kiss is over. The romance gone. Hanft says America has a new passion: the mint craze.
Wrigley responded: "People still love gum - we know from consumer research that people chew gum because it's fun, it helps clean your teeth, it freshens breath and it connects people."