Wrigley Fires Chris Brown for Good

Chris Brown is leaving Wrigley with a bad taste in their mouth. The gum manufacturer has officially terminated its relationship with the singer.

Wrigley formally severed ties with Brown on Thursday, TMZ reports. They previously suspended his ads in the wake of allegations that he beat Rihanna in February. At the time, the company said, “Mr. Brown should be afforded the same due process as any citizen.”

After pleading guilty to felony assault in June, Wrigley decided to end their relationship with him. The embattled star’s hit “Forever” was used as a jingle in their Doublemint campaign last year.

Marketing executive Steve Stoute, who negotiated the deal, remained optimistic that Brown could still bounce back. “You can do it. There’s a natural healing process and there’s a bunch of other magic that happens to make you that fortunate, but you can never count somebody out when there’s celebrity involved.”