Magazine article Marketing

Orbit Widens Range with Tooth-Whitening Brand

Magazine article Marketing

Orbit Widens Range with Tooth-Whitening Brand

Article excerpt

wrigley is hoping to capitalise on consumers' growing desire for sparkling white teeth with the launch of a tooth-whitening Orbit gum.

The company expects Orbit White, which contains bicarbonate of soda to reduce stain accumulation, to corner 10% of the chewing gum market.

Unlike other Orbit products, which are sold in packs of individually wrapped strips, Orbit White is packaged in a silver flip-top box containing 12 pieces. The gum will initially be available in peppermint flavour.

A TV ad for the White variant, in the same Trigger Happy TV-style recently used by Orbit, breaks on August 20.

Created by Abbott Mead Vickers BBDO, and filmed at Sittingbourne market, the ad shows a market trader trying to sell a product for removing stains from wine glasses, coffee pots and crockery.

As he challenges the public to find a more effective stain remover, 'Orbit Man', who in other ads for the brand has smashed the causes of tooth decay with giant packs of Orbit, turns up. …

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