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Orbit Gum

Orbit Gum. By: Nallely Caballero Stephen Young. Company Background. Owned by Wrigley Orbit Gum Campaign launched in September of 2001 Offered in 7 different flavors Orbit White, offered in 3 flavors Uses BBDO advertising agency Global sales: $4.0 Billion

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Orbit Gum

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  1. Orbit Gum By: Nallely Caballero Stephen Young

  2. Company Background • Owned by Wrigley • Orbit Gum Campaign launched in September of 2001 • Offered in 7 different flavors • Orbit White, offered in 3 flavors • Uses BBDO advertising agency • Global sales: $4.0 Billion • Markets its brands in more than 180 countries.

  3. BBDO Ad Agency

  4. Ad Campaign • Features perky spokesperson Vanessa Branch who finds herself “on the scene of the grime” to prove that orbit leaves your mouth feeling clean…no matter what. • Orbit: “For A Good Clean Feeling, No Matter What” • Ad featuring Snoop Dogg • Orbit White: “For A Dazzling Smile No Matter What”

  5. Target Market • Target audience • The younger demographics have always been attracted to the Wrigley’s Orbit Brand with its commercials • Benefits of Gum • Focuses on benefits and appeals to adults • Interactive Website

  6. Marketing • Orbits is sold in cardboard boxes containing 14 pieces of gum, unlike the traditional long sticks of gum • Sampling events will continue to be a big part of the new flavor push; Wrigley distributed 130 million samples last year • About $2.5 million of Orbit's brand spending will be dedicated to the TV, print and online launch of Sweet Mint (its response to Dentyne Ice Vanilla Chill) and Citrusmint

  7. Results • Ad campaign was a huge success for Orbit. • Now Orbit is one of the top 5 chewing gums in the United States. • Has also had great success in Europe and the Middle East.

  8. Sources http://www.candydirect.com/html/cleanimages/gums/07orbitcrystalmint.jpg http://www.wrigley.com/wrigley/index.asp http://www.youtube.com http://www.bbdo.com/ http://advertising.about.com/od/commercialspotlight/p/spotlightorbit.htm http://mediaprovider.kennisnet.nl/MediaProvider/s200/125531.jpeg http://en.wikipedia.org/wiki/Orbit_(gum) http://search.ebscohost.com/login.aspx?direct=true&db=aph&AN=17029228&site=ehost-live

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