R&B Singer Chris Brown pumps out hits and until now has been no more materialistic than any other artist this decade. But his latest hit, entitled Forever, breaks the mold even for the music industry as it was paid for in full by Wrigley’s to promote its DoubleMint Gum.

The song, although written by Brown, was created to help introduce Wrigley’s new jingle to popular culture. That way, Mr. Stoute of Translation Advertising says, “by the time the new jingle came out, it was already seeded properly within popular culture.”

In the song, Brown references the gum with the line “Double your pleasure/Double your fun” in the chorus. He makes no other reference to the gum.

Wow, talk about deceptive marketing techniques. But the song is climbing the charts and the masses seem to like it. However, will this unproven and potentially risky strategy really translate into more gum sales for Wrigley?

Sources: PSFK, WSJ