Wrigley's is repositioning its Orbit sugar free gum with "Time To Shine" as a way to celebrate life moments when "you're feeling confident and at your best."
This new global campaign – a collaboration of several BBDO offices including Energy BBDO, CLM BBDO and BBDO South China - represents an evolution in the brand’s global creative strategy from focusing on the straight-forward product benefits to connecting with consumers through emotional outcomes.
The 15-second "Penalty Taker" spot, for instance, tells how a teen girl preparing to kick a penalty goal is more confident than the goalie due to her gum.
“We’re reigniting the Orbit brand with a new campaign that tells our story in an emotional and culturally relevant way," says John Starkey, regional vice president of marketing, Wrigley Americas. "In the past we focused on the functional benefits of chewing Orbit and what you needed help getting rid of, like food, coffee and a dirty mouth. Now we’re leaning into the belief that when your mouth feels clean, you feel more confident and ready to take on what’s next. [The campaign] is about being ready for life’s defining moments.”
This "simple, clear message" is designed to reach a broad adult and teen audience.
In the U.S. the ads are airing on TV nationwide, on a mix of network and cable properties, as well as online. “Time to Shine” will also soon feature print, digital, PR and social support.
Wrigley spent $37.9 million advertising Orbit in the U.S. in 2015, up from $34.4 million in 2014, according to Kantar Media. The cost of the new campaign wasn’t disclosed.
In addition to the U.S., the campaign is launching in China, followed by the UK and may potentially run in additional markets in the coming months.
"‘Time to Shine’ is based on a universal human insight about confidence, which lends itself to evocative storytelling viewers can relate to," says Andrés Ordóñez, chief creative officer, Energy BBDO. "Orbit becomes a meaningful character in the narrative as it helps people feel at their best.”
Energy BBDO and Orbit gum launched the brand together in the U.S. in 2001.