The Challenge:
Give sugar-free gum a younger
cache by launching a new brand
designed to undermine Trident's
successful, but staid dental position.

The Idea:
Introduce a quirky, pseudo-scientific
spokeswoman who demonstrates
how Orbit cleans up even the
dirtiest mouths.

The Results:
The most successful launch in
Wrigley history. In five years,
Orbit became the leading gum
brand in the world in both
volume and share.

The Media

1. TV
2. Print
3. OOH
4. Sampling
5. Website (featuring Snoop Dogg,
   who demonstrates what happens
   when one does and doesn't clean
   up a dirty mouth)