Mars, Inc.

Sarah Long, Chief Marketing Officer
Angela Dalby, Brand Manager

Energy BBDO *Lead Agency

Larry Gies, Chief Strategy Officer
Elke Anderle, EVP, Global Strategy Lead - Mars
Josh Gross, Co-Chief Creative Officer
Pedro Perez, Co-Chief Creative Officer
Lianne Sinclair, EVP, Client Service Director
John Pratt, Executive Producer
Ryan Smith, VP, Global Strategy Director
Renee Schilb, Strategist
Emma Rhenberg, Account Executive
Lucie Lavrard, Account Supervisor
Greg Morrison, SVP, Group Account Director
Sarah Nelson, Account Director
Colin O’Toole, Creative Director
Hansel Quintela, Creative Director

MediaCom

Starcom

This case outlines how Orbit gum won back much-needed relevance young consumers through an interactive online dating program, Keep It Clean. Orbit surveyed young daters and creating a suite of video content for the most common dirty messages they received online. The resulting campaign crushed Tinder benchmarks for DM open rates by double digits, exceeded click-through benchmarks by triple digits for the custom-response Chatbot, and earned over 30MM organic views on Giphy, successfully rebuilding Orbit’s relationship with its core audience of young chewers.