Although Orbit will be new for the U.S., the company says the brand is already Wrigley's top-selling gum across Europe. Orbit will come packaged in 14-piece "envelopes" in both peppermint and Wintermint.
Omnicom Group's BBDO, Chicago, which handles the majority of Wrigley gum brands, will be responsible for Orbit as well. The campaign will tout the sugar-free gum as being great-tasting and giving consumers a "just-brushed clean feeling," said Rory Finlay, senior director-consumer marketing at Wrigley.-- Stephanie Thompson
Copyright April 2001, Crain Communications Inc.