Orbit (gum)

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Orbit Gum for sale at a stand in Barcelona, Spain (March 2007).

Orbit® is a brand of sugar-free chewing gum from the Wrigley Company. It originally launched in the US in 1944 as a replacement to Juicy Fruit, Wrigley's Spearmint and Doublemint, which was all shipped overseas to the Armed Forces. Orbit® was discontinued after World War II ended and the three established brands returned to the US market. Orbit® was re-launched in the United States in 2001 with the launch of Spearmint and Wintermint flavors. The company's first tab product sold in the U.S., the brand quickly gained in popularity and became the fastest growing brand in the gum category.[1] Orbit is available in the brand's signature "tuck-in" 14-tab cardboard envelope and multi-pack of three, micro pack and a 55-pellet CAR CUP.

Products and Flavors[edit]

Orbit®[edit]

Orbit® gum is a global brand enjoyed by millions of people around the world. Sugar-free Orbit - A Good Clean Feeling.

  • Peppermint
  • Spearmint
  • Bubblemint™
  • Wintermint®
  • Cinnamint®
  • Sweetmint
  • Apple Remix™
  • Tropical Remix®
  • Strawberry Remix®
  • Peppermint DoublePak
  • Spearmint DoublePak
  • Citrus Remix

Orbit White®[edit]

Orbit® White was launched in 2002 as a sugar-free pellet gum and sub brand of Orbit® gum. Packaged in blister packs of 12 pieces, it was released to compete with Cadbury Adams' Trident White gum in 2001.[2] Orbit White is a sugar-free gum proven to help remove stains and whiten teeth by chewing two pieces after eating and drinking (based on an 8-week clinical test).

  • Bubblemint
  • Peppermint
  • Spearmint

Orbit® for Kids[edit]

In 2013, Orbit® launched Orbit® for Kids, a new sugarfree chewing that is a fun and convenient way to help protect kids’ teeth. Orbit® for Kids was awarded the ADA Seal of Acceptance.[3]

  • Original Bubble Gum
  • Grape

Orbit Mist®[edit]

An Orbit® subline launched in May 2009, (called Excel Mist in Canada) has "micro-bursts" which are small polka dot chips filled with a flavor contrast to the rest of the stick. The "micro-bursts" are meant to create "a hydrating sensation", as claimed on the box. There are three flavors: Peppermint Spray, Watermelon Spring and Mango Surf. Orbit discontinued the Orbit Mist subline in 2013.

Pack Sizes[edit]

  • Single pack - 14 tab packs
  • Multi-pack - 3 pack (3 packages of 14 tabs each)
  • Micro packs – 6 tab envelope pack
  • Car Cup™ – 55 piece plastic container
  • On-the-Go Bottle – 32 piece plastic container
  • DoublePak - 28 tab envelope
  • Micro Pack Multi-Pack Grab & Go Bag - 10 pack (10 packages of 6 tabs each)

History[edit]

The history of Orbit® Gum dates back to World War II. In an effort to support the troops, Wrigley shipped all the production of Juicy Fruit®, Wrigley's Spearmint® and Doublemint® overseas to the Armed Forces. Since they were no longer available on the civilian market, Wrigley began production of a new gum called Orbit®. After the war had ended and the three established brands returned to the market in 1946, Orbit® gum was discontinued.

Orbit® gum made its return 30 years later in 1976, when it was introduced in Germany, Switzerland and Holland. This marked the first time that a sugar-free gum was marketed under the Wrigley name. The brand has since spread to other regions, including Canada, Australia, the UK, Norway, Poland and Israel. Flavors included bubble gum, which was marketed through a TV ad featuring a singing robot.

Advertising[edit]

The US advertising campaign for Orbit® centered around the Orbit Girl, a British character who always showed up to "dirty" and awkward situations wearing all white, a scarf, a smile and the brand's tagline "Dirty Mouth? Clean it up with Orbit®. For a good clean feeling, no matter what." Vanessa Branch played the Orbit Girl from 2006 to 2010 but she was eventually replaced by Farris Patton[4] who played the Orbit Girl from 2011 through 2013.

In 2014, Orbit® moved to a more global approach to marketing its Orbit® gum brand and concluded the Orbit Girl isn't the right fit for its new global ad push. Subsequently, Orbit® introduced a new commercial with Sarah Silverman to kick off its new campaign: "Eat. Drink. Chew Orbit®." to emphasize the benefits of chewing gum after eating and drinking.[5]

References[edit]

  1. ^ "Orbit® Gum Facts and History". www.wrigley.com. 
  2. ^ "Category Wars: Wrigley Returns To Orbit In Whitening Showdown" by Mike Beirne, Brandweek, 5/17/2004, Vol. 45 Issue 20, p11.
  3. ^ www.wrigley.com http://www.wrigley.com/global/brands/orbit.aspx#panel-3.  Missing or empty |title= (help)
  4. ^ Evan, Suzy. "Farris Patton Is Living Her Dream as the Orbit Girl". Backstage. Retrieved 21 September 2011. 
  5. ^ Lazare, Lewis. "Fabulous!?: Sarah Silverman pushes out Orbit Girl in new ad campaign". Chicago Business Journal. BBDO.