Wrigley's is reinforcing the claims of Orbit, its sugar-free gum,
as an aid to dental health in the first advertising for the product to
be produced by Abbott Mead Vickers BBDO.
The message is being underscored in a new national TV campaign breaking
on Monday under the theme: 'Regular chewing helps knock tooth decay into
It marks what the company claims is a step-change in its advertising to
invigorate the brand, introduced in 1977 as the first sugar-free
Since then, Orbit - which traditionally spends about pounds 4 million a
year - has been promoted as an aid to healthy teeth in an attempt to
expand a market dominated by Wrigley's.
The latest advertising follows a change in the product's formula to
include Xylitol, which is claimed to improve protection from
The first of the commercials is set in a baker's shop and uses the
'fly-on-the-wall' technique. A customer enters the shop and orders
several food products and smashes them with a huge pack of Orbit before
leaving, to the dismay of other customers.
Toby Baker, the Wrigley's brand manager for Orbit, said: 'We have
managed to develop an advertising idea that combines emotional
engagement with a persuasive message.'
Rory Gordon, the senior account director for the business at AMV, said
the new Orbit campaign presented 'a fantastic opportunity to do some
truly impactful work for a client who has the confidence to be
AMV took over Orbit from TBWA/London at the end of last year after the
agency presented proposals about the brand's strategy.
The change has bolstered BBDO's relationship with Wrigley's, whose
business it handles in a number of countries, including its US home
The commercial was written by Chris Bardsley, art directed by Dave May
and directed by Mark Denton through Blink. Media is being bought by
The Wrigley family, which remains the major shareholder in the
110-year-old company, has been compared to the Mars brothers for its
personal involvement in advertising.