"Wrigley is concerned by the serious allegations made against Chris Brown," the company said in a statement. "We believe Mr. Brown should be afforded the same due process as any citizen. However, we have made the decision to suspend the current advertising featuring Brown and any related marketing communications until the matter is resolved."
Marvet Britto, founder of brand management firm The Britto Agency, speculated that the case against Brown will doom potential product endorsements and spokesperson gigs.
"Chris Brown's pedigree is not a pedigree that is indicative of bad behavior," she said. "You wouldn't expect him to have bad behavior. His career is not built on transgressions the way someone like Lil Wayne's is. Lil Wayne has built a career on smoking weed and doing drugs; that's also the pedigree of most rap stars. Chris Brown is a teenage pop star, and with that comes a more wholesome persona. And also a larger responsibility because he's targeting and speaking to a younger audience, versus a Lil Wayne whose audience is more mature and able to differentiate fact from fiction."
"His foolish acts will greatly hamper his ability to continue to see lucrative endorsement deals and corporate sponsorships," Britto said. "This will damage him."
But, perhaps, not beyond repair. America loves a comeback. If Brown apologizes for his actions, seeks help and perhaps even uses this episode for inspiration, he could set his career back on track.
"He should be given an opportunity to redeem himself," Britto said. "He should be given the opportunity to show remorse and sincerity. And now, if indeed Rihanna is the victim, domestic abuse may have two of the biggest advocates anyone could dream to have. Maybe he needs help. Maybe this will inspire his lyrics. Maybe this will end up being a blessing."