2010 GOLD

SNACKS, DESSERTS & CONFECTIONS

WRIGLEY ORBIT BIG PAK

ORBIT GUM - BIG PAK, WM. WRIGLEY JR. COMPANY

Paul Chibe, VP and General Manager , Gum and Mints
Victor Mehren, Marketing Director
Melinda Lewis, Senior Marketing Manager
Sara Adams, Marketing Manager

ENERGY BBDO

Kaite Clow, SVP, Senior Account Director
Pete Ruest, VP, Account Supervisor
Greg Morrison, Account Executive
Tim Mattimore, Creative Director, Art Director
John Fiebke, Creative Director, Copywriter

MINDSHARE WORLDWIDE

TRIBAL DDB

DIG COMMUNICATIONS

Jaclyn Mellini, Account Executive

In 2009 Wrigley launched Orbit Big Pak, an upsized pack of gum. The campaign had to drive awareness, restore brand perception of cool and innovative, and re-connect with Orbit loyalists. By creating an original rap artist named 'Big Pak' with campaign elements and a roll-out strategy similar to how the music industry introduces a new artist, we blurred the line between commerce and contemporary culture. Results showed that the campaign was highly breakthrough, helped strengthen brand loyalty, and improved consumer perceptions of Orbit as a cool and innovative brand.