Wm. Wrigley Jr. Company

Scott Hughes, Sr. Dir. of Consumer and Market Intelligence
Brett Sever, Manager of Consumer and Market Intelligence
Ralph Scozzafava, VP and Managing Dir. for North America and Pacific
Paul Chibe, Sr. mktg. Dir.
Shari Matras, Sr. Mktg. Manager
Steve Barton, Mktg. Manager

BBDO Chicago *Lead Agency

Elke Anderle, VP- Account Dir.
Cindy Blum, Sr. Account Executive
Marty Orzio, EVP- Chief Creative Officer
Gail Pollack, Group Creative Dir.- Art Dir.
Frank Dattalo, Associate Creative Dir.- Art Dir.
Dave Schiff, Associate Creative Dir.- Copywriter

Wrigley faced the challenge of incrementally growing the Orbit gum brand in year 3 via the launch of Cinnamint and Bubblemint, without cannibalizing its existing 3 flavors. Orbit would need to reach this goal amidst a highly competitive environment and with lower media budget. To do so, Wrigley continued Orbit's successful "No Matter What" campaign that communicates the motivating clean feeling mouth positioning. As a result, Orbit's new flavors and existing flavors grew incrementally, far surpassing all of Wrigley's goals.