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Published on .

(April 11, 2001) -- Wm. Wrigley Jr. Co. will launch a new sugar-free gum called Orbit this July, backed by an estimated $20 million integrated marketing program in September.

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.

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