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Orbit
Time to Grow. Time to Speak

RAN IN: Russia

CLIENT
Mars LLC

AGENCY
BBDO Moscow *Lead Agency


MediaСom


TMADraft


Starcom


SUMMARY

How to grow if you're a leader of a stagnating category? How to grow during FIFA World cup if you're neither its sponsor, nor linked with football?   We knew Russians would do literally anything for their foreign guests. Even if it requires speaking English. Orbit launched “Time to speak” campaign and inspired Russians to speak English “from ze haart”. It was Time to Shine for the country! The results exceeded expectations: Orbit sales +16,5%/+16,8% (value/volume); category sales +5,7%/+17,3% (value/volume).

CASE VIDEO


Audience: All Russians 14 to 40 years of age — the audience who consume more chewing gum than any other group. Being the largest brand in the category, Orbit aims at them. The audience younger than 14 is covered by other brands from the Wrigley portfolio.

Objectives: Business objectives:Drive Orbit sales to achieve growth in value and volume and break the negative trend, including big Orbit Bag packs sales growthDrive Orbit penetration growth and achieve positive dynamics of this KPIAchieve the chewing gum category growth both in value and volumeCommunication objectives:Building the campaign awareness: 30M (According to media benchmarks)total coverageBuilding the campaign awareness: 3.2M views of digital video to 100% and 10.2M views up to 30% (According to media benchmarks)Emotional engagement: VTR (share of viewers reached 30’) = 29% (MARS Wrigley Confectionary Benchmark)

Type: B2C

Language: English, Russian