AMV launches Wrigley's Orbit ads

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.

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