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Wrigley's Orbit Gum
Clean up In Style

RAN IN: United States

CLIENT
Wrigley

Paul Chibe, VP & General Manager, Gum & Mints
Victor Mehren, Senior Marketing Director
Jeff Wurtzel, Marketing Manager
Lindsey Talaga, Senior Manager, Consumer & Market Insights

AGENCY
Energy BBDO *Lead Agency

Pete Ruest, Account Director
Ted Jun, Senior Account Executive


Interbrand *Lead Agency

Jaime Pflum, Senior Account Leader


Starcom MediaVest Group

Robyn Stellmach, Associate Media Director


Ryan Partnership Chicago

Windy Moyers, Senior Program Manager


Dig Communications


SUMMARY

Once the #1 brand in the gum category, Orbit was losing share and relevance to competitors who were outpacing the brand on innovation. With the launch of the new Orbit Style Packs, Orbit redefined its long-standing "Clean" message to "Clean up in Style". Through an innovative creative and media strategy as well as strategic "style" partnerships, the new packs were introduced to consumers in an unexpected and surprising way. The result was a reversal of declining brand sales and rejuvenation of Orbit's image among the core young adult audience.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, OOH, Retail Experience, Packaging, Sponsorship

Audience: Launch or relaunch a brand/product, Speak to Teens , Speak to Young Men,Speak to Young Women

Type: Business to Consumer

Classification: National

Language: English