October 12, 2009

BoC Global WebExWrigley Science Institute (WSI)

Scientific Communications

Today’s Agenda

Introduction 5 minutes (A. Lind)

The Obesity Society Annual Meeting 5 minutes (A. Lind)

Processes for Publicizing Research 10 minutes (A. Lind)

Melanson Research Overview 35 minutes (M. Kelley)

• Study Summary & Methodology

• Key Messages

EFSA Overview & Implications 10 minutes (J. Christmann)

Questions and Discussion 15 minutes

Wrap-Up 10 minutes (A. Lind)

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The Obesity Society (TOS) Annual Scientific Meeting

Amy Lind

TOS Annual Scientific Meeting

The Obesity Society (TOS) hosts its Annual Scientific Meeting in Washington, D.C., October 24 – 28.

The meeting attracts researchers, educators, advocates and practitioners from around the world who come to attend scientific sessions, lectures and poster presentations addressing varying topics associated with obesity.

In 2007, Wrigley funded an unrestricted grant through the Obesity Society, which was awarded to Dr. Kathleen Melanson from the University of Rhode Island.

Wrigley’s involvement at the meeting:

• Dr. Melanson will present findings from her study, which resulted in two accepted abstracts:

– Impact of chewing gum on appetite, meal intake, and mood under controlled conditions.

– Relationships between gum chewing, energy expenditure and respiratory exchange ratio before and after controlled breakfasts.

• Sponsoring a gum break for meeting attendees.

Processes & Plans for Publicizing ResearchAmy Lind

Communications Goals

Simultaneously announce new weight management research supported from the Wrigley Science Institute on a global scale.

Reach key stakeholders (consumers, influencers, media) with the research by leveraging presentations at the Obesity Society Annual Scientific Meeting.

Enhance the awareness and credibility of the Benefits of Chewing and the Wrigley Science Institute.

Link research to Wrigley brand in communications, when possible.

Communications Resources

To support global media outreach, we’ve developed press materials for local translation, review and distribution.

Media materials provided to date:

• Media Alert

• Key Messages

• New four-pillar Fact Sheet template

• Q&A

• Study Summary

• Audio News Release script (ANR)

• University Press Release

Media materials pending delivery:

• Study Graphics

• Study Abstracts

Materials not available:

• The full study is not available because publication is pending.

Available For Interviews

Kathleen Melanson, Ph.D., R.D. (Associate Professor of Nutrition and Food Sciences, University of Rhode Island)

• Interview content can include her study on the role of chewing sugar-free gum in reduced calorie intake at meal time and increased energy expenditure.

Gil Leveille, Ph.D. (Executive Director, Wrigley Science Institute)

• Content can include study findings, overall Benefits of Chewing and Wrigley Science Institute.

Interview Requests

Teams have access to e-mail interviews with Dr. Melanson and Dr. Leveille.

Please coordinate through A. Lind if you have an e-mail interview request (beyond the scope of the Q&A) and provide the following information:

• Questions from the reporter• Publication name, general rank and circulation • Reporter’s deadline

Global Corporate Affairs team will work with researchers and the Innovation team to provide answers in a timely manner.

If international inquiries are directed to U.S. contacts, we will work with the appropriate, regional Corporate Affairs team to coordinate a response.

Global Measurement

Global CA team will be monitoring coverage and compiling weekly program updates (to be sent out every Friday).

Provide local updates to A. Lind for inclusion in the overall weekly recaps.

• Send pitch updates to A. Lind by end of day each Thursday (local time) for inclusion in the weekly report.

• Ideally, updates should include scans of hard copy placements or full text from online hits (with link to article)

Global CA team will develop a global media report at the end of November summarizing the program’s results.

Melanson Research OverviewMike Kelley

About Melanson’s Study

Fourth study to report that chewing gum can help reduce hunger and decrease calorie intake.

Significant because it shows impact of chewing gum at meal time in a controlled laboratory setting.

• Previous studies showed impact of chewing gum during snacking.

Study methodology:

• 33 volunteers (17 men and 16 women), between the ages of 18 – 48.

• Served as their own controls, serving in both a gum-chewing and no-gum chewing condition. This methodology adds to the study validity.

• Gum chewing condition: Participants chewed gum for 20 minutes at three separate occasions:

– Once, after a 10-hour fast (sleeping) and before a standardized breakfast.

– Twice after breakfast and before lunch.

• Study measured their caloric intake at lunch by comparing the weighed difference between the amount of food given and the amount eaten.

• Study measured energy expenditure through typical means of assessment.

– This means their bodies used, or burned, more calories than when they do not chew gum in the same setting.

Key Messages for Melanson Research (U.S.)

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New research from the University of Rhode Island presented at the 2009 annual scientific meeting of The Obesity Society supports the role of chewing sugar-free gum, such as Wrigley’s Extra, in helping to reduce calorie intake at lunch and increase energy expenditure among individuals in a laboratory setting.

After subjects chewed gum in the morning, their calorie intake at lunch was decreased by 68 calories.

• Despite consuming fewer calories at lunch, participants did not report greater hunger and did not compensate by increasing their calorie intake later in the day.

• When participants chewed gum, they reported feeling less hungry, as compared to when they did not chew gum.

Key Messages for Melanson Research (U.S.)

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When subjects chewed gum with a relaxed, natural pace before and after eating, their energy expenditure increased.

• When participants chewed sugar-free gum before eating, their energy expenditure was higher by approximately 5%, as compared to when they did not chew gum.

• When participants chewed sugar-free gum after eating, their energy expenditure was also higher by approximately 5%, as compared to when they did not chew gum.

• Furthermore, with gum chewing, subjects reported reduced weariness and less perceived effort to do things, as compared to when they did not chew gum.

Overall, this study demonstrates the effects of chewing sugar-free gum on meal intake and energy expenditure, such that over a half-day about 62 kilocalories could be ‘saved’ by a total of one hour of relaxed gum chewing compared to not chewing gum.

EFSA Overview and ImplicationsJens Christmann

Communication Implications for EU

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EFSA Opinion: 

• Through ICGA (International Chewing Gum Association) Wrigley submitted nine health claims related to Article 13 of the EU health claims regulation.

• Ten days ago we received the EFSA opinion on five of these submissions.  

• The news is generally very positive with EFSA acknowledging the benefits of sugar-free chewing gum for maintenance of dental health and mentioning this in their press release. Specifically 3 claims were approved:

– Plaque acid neutralisation

– Tooth mineralisation

– Reduction of oral dryness  

Communication Implications for EU

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Open issues:

• In the case of a more general claim about “dental and oral health including gum and tooth protection and strength” EFSA felt it was too general to be considered under this regulation. We will challenge this position with the Commission.

Negative opinions:

• “Weight management” claims, according to EFSA, requires more data linking consumption of gum to weight. We can resubmit as company dossier when further studies are available.  

Impact on BoC as of today:

• All current claims can continue to be communicated on materials with a short life time (e.g. press releases, websites etc).

• Final decision on claims above (pending consultation of EU Commission and Member States) is expected not before early 2010.

• EFSA opinion is not yet binding (see above). However, it is public and carries significant authority. Esp. re. weight management we may receive challenges from consumer associations and need to monitor this closely.

Communication Implications for EU

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Next steps:

• Wrigley (SRA) is consulting with ICGA, external lawyers and consultants to determine best strategy in relation to the above two claims.

• Conditions of use: as part of the procedure EFSA had to identify under which conditions the claims are valid. Two have been pointed out:

– The addition of “20 minutes” to our current statement “Chew after eating and drinking.” will most likely become mandatory. To be confirmed.

– “Chewing gum should be avoided in children less than three years of age.” this has been raised by EFSA as part of the assessment which usage restrictions exist for the foodstuff in general. We are lobbying with the Commission that this statement is not necessary and expect to be successful.

Any follow-up questions, please reach out to Marion Balz (SRA), Johanna Sprotte (Law Dept), Jens Christmann (Corporate Affairs).

Questions & Answers

Timing & Next StepsAmy Lind

Timeline: Next Steps for Global Communication

Week of October 5: All teams to begin adapting media alert and key messages for local customization.

Week of October 12: Global CA team to provide remaining communications toolkit materials. Teams to craft local media outreach plans, customize remaining materials and route for local Legal/SRA review.

Week of October 19: Initiate soft-sounding media with embargoed media alert.

Mon., Oct. 26: Melanson presents abstract “Impact of chewing gum on appetite, meal intake, and mood under controlled conditions.”

Tues., Oct. 27: Embargo lifts at noon (EST), media outreach commences.

• Melanson presents abstract “Relationships between gum chewing, energy expenditure and respiratory exchange ratio before and after controlled breakfasts”

• University of Rhode Island releases news alert

• Wrigley global BoC team posts media alert on EurekAlert!

• Regional BoC teams release news

Oct. 27 - Ongoing: Teams continue media outreach and provide updates for A. Lind with summary of placements solidified and or expected.

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U.S. Communication Plan

Collaborating with the University of Rhode Island (URI) and The Obesity Society to amplify and extend news of research.

• Reaching out to print, broadcast and online targets with customized pitches (to be sent out in tandem with URI communications team). – Targets include newspapers, broadcasters, relevant confectionery and food trade outlets

and women’s interest magazines.

• Working with TOS to include Melanson’s research in a roundup of conference news disseminated via e-mail to attendees.

• Positioning Melanson’s alert in the TOS press room at meeting.

Including research news in quarterly e-newsletter (“InfoBrief”) for BoC influencers in the weight management arena.

Recording an Audio News Release with advisory panel member, Molly Gee, RD to generate brand mentions via controlled media.

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Thank You