Orbit (gum)

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

Orbit is a brand of sugarless chewing gum from the Wrigley Company. In the United States, where it was re-launched in 2001,[1] it is sold in cardboard boxes with 14 individually wrapped pieces of gum per package. In the UK, where it was launched in 1977[2] it was originally sold as a traditional long-stick gum, later replaced by the same format as the US

Orbit White, packaged in blister packs of 12 pieces, was released to compete with Cadbury Adams' Trident White gum in 2001.[3]

History

Orbit was launched in 1944 in the United States as a replacement brand by Wrigley due to rationing of gum-making ingredients in World War II. The brand was discontinued after the war ended, when Wrigley's three established gum brands, Juicy Fruit, Wrigley's Spearmint and Doublemint, returned to the UK market.

The gum was reintroduced 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 was later introduced in other countries, including Canada, Australia, the UK, Norway, Poland and Israel

The gum returned to American shelves in the late 1970s, but was removed from the shelves in the 1980s due to a suspicion that the sweetener might cause cancer. The gum was relaunched in the US in 2001.

Advertising

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, and a smile. Vanessa Branch played the Orbit Girl from 2006 to 2010, when she was 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, replacing the Orbit Girl, and with 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]

In the UK the Orbit name was replaced by Extra in 2015, with the same 14-piece package.[6]

Products and flavors

Orbit

Orbit White

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.[7]

Orbit for Kids

'Excel Mist in Canada) had "micro-bursts" which are small polka dot chips filled with a flavor contrast to the rest of the stick. The "micro-bursts" were meant to create "a hydrating sensation", as claimed on the box. Orbit discontinued the Orbit Mist subline in 2013.

References

  1. ↑ Wrigley press release, wrigley.com. Retrieved 2006-06-15.
  2. ↑ Wrigley press release, wrigley.co.uk. Article retrieved 2006-06-15.
  3. ↑ "Category Wars: Wrigley Returns To Orbit In Whitening Showdown" by Mike Beirne, Brandweek, 5/17/2004, Vol. 45 Issue 20, p11.
  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.
  6. ↑ betterretailing.com: Orbit gum will be rebranded as Extra from January
  7. ↑ "Category Wars: Wrigley Returns To Orbit In Whitening Showdown" by Mike Beirne, Brandweek, 5/17/2004, Vol. 45 Issue 20, p11.
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