Orbit Promo ORBIT “CLEAN IT UP IN STYLE” NEW PACK DESIGNS by Energy BBDO Chicago

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ORBIT “CLEAN IT UP IN STYLE” NEW PACK DESIGNS

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Industry Chewing-Gum
Media Promo & PR
Market United States
Agency Energy BBDO Chicago
Director Aaron Stoller
Released April 2010

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: WRIGLEY
Product/Service: CHEWING GUM
Agency: ENERGY BBDO
Date of First Appearance: Apr 27 2010
Entrant Company: ENERGY BBDO, Chicago, USA
Entry URL: http://www.facebook.com/orbitgum?sk=info
Senior Account Leader: Jaime Pflum (Interbrand (package design agency))
Chief Creative Officer: Dan Fietsam (Energy BBDO)
Group Creative Director: Mike Roe (Energy BBDO)
Group Creative Director: Frank Dattalo (Energy BBDO)
Creative Director, Writer: John Fiebke (Energy BBDO)
Creative Director, Art Director: Tim Mattimore (Energy BBDO)
Agency Executive Producer: Brigette Whisnant (Energy BBDO)
Agency Producer: Liz Zorek (Energy BBDO)
Director: Aaron Stoller (Biscuit Filmworks (production company))
Media Director: Robyn Stellmach (Starcom (media agency))
Managing Director: Mike Clifford (Ryan Partnership Chicago (promotions agency))
Senior Program Manager: Windy Moyers (Ryan Partnership Chicago)
Communications Director: Jaclyn Mellini (Dig Communicationg (public relations agency))
Media placement: CW "90210" Media Integration - CW's "90210" & CW.com Style Hub - April 27, 2010
Media placement: MTV Movie Awards Media Integration - MTV, MTV.com - May 17, 2010-June 6, 2010
Media placement: Orbit Dirty Shorts Web Series - YouTube.com, CollegeHumor.com, Break.com, YuMe, Visible Measures - June 10, 2010
Media placement: In-Store/POS - Food (Kroger), Drug (CVS, Walgreens), Mass (Target, Walmart) - June 2010
Media placement: TV - National Network & National Cable - June 14, 2010
Media placement: Digital And Social Media - Facebook, Walmart.com - June 2010
Media placement: Print - In Touch, Us Weekly, Rolling Stone, InStyle, Cosmo, Seventeen, People, ESPN, Maxim, Sports Illustrat - June 2010
Media placement: Out Of Home - Los Angeles Market Only - July 2010

Describe the objective of the promotion.
The challenge was to re-establish the relevance and cultural currency of Orbit® gum among teens and young adults, while at the same time remaining true to the proven, long-standing Orbit positioning of cleaning up dirty mouths.

Describe how the promotion developed from concept to implementation.
Style has always been a key tenant for Orbit gum. Consumers describe Orbit as having a distinct look and feel, and they express how clean and style are linked: the “clean mouth” benefit helps them feel clean and put-together, as does their own personal style. Finally, research proved that the new packaging experience and designs provided a surprising, stylish reveal. So, we actively wanted to drive relevance by leveraging current style and design trends to show a new, surprising face of Orbit gum.

Explain why the method of promotion was most relevant to the product or service.
We developed a two-pronged campaign strategy to bring the idea to life across multiple touch-points. Part I was simply about the new Orbit packs and introducing stylish new designs, so we used TV, print, OOH, in-store displays and digital and social media. Part II infused the new packs through popular culture avenues and unique media platforms, specifically a CW “90210” style integration, an “MTV Movie Awards” cleans up in style integration, a branded content web series, a high-impact print cover reveal with Rolling Stone, and a custom digital retail program.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Results are confidential.