The Gum category, and the leading brand, ORBIT EXTRA, had long been losing penetration, especially with <25s, driven by a lack of relevance during the pandemic. Marketing comms historically focused purely on functional benefits (mouth hygiene, fresh breath).
Consumers intuitively chew gum for more emotional benefits associated with their wellbeing (calm / de-stress / focus / uplift) and these demand spaces have far more headroom for commercial growth.
A new global positioning for ORBIT EXTRA was developed, focusing on its re-centering benefit, encapsulated by the new brand line: ‘Chew Good’. Our shopper-led strategy was to unpack Chew Good in an intuitive, relevant way, leaning into consumption moments our Gen Z target shopper would be familiar with.
We developed a set of global shopper comms available for all local markets to use year-round, to depict ORBIT EXTRA as the solution to help get our target audience through a long day (Long day? Chew Good). Shopper comms are also available during peak moments in the academic calendar year, portraying the brand as a helpful, reliable study partner (Study time? Chew Good).
Local markets will utilise the shopper idea to offer Gen Z shoppers chances to win prizes that alleviate study anxiety.
A strategic toolkit was provided to local markets to leverage the creative across their connected commerce estate, including on in-store media, across DComm, on Intelligent Vending screens, and on permanent Gum equipment in the transaction zone.
Markets adopted the campaign in the first 3 months since launch
