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2010 GOLD SNACKS & DESSERTS
UNITED STATES
Orbit Gum - Big Pak Wrigley Orbit Big Pak
RAN IN: United States
CLIENT
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
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
Tribal DDB
Jaclyn Mellini, Account Executive
Dig Communications
SUMMARY
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.
