Orbit: DROPPIN' 35

Credits & Description:

Category: Best Use of Integrated Media

Advertiser: WRIGLEY

Product/Service: ORBIT CHEWING GUM

Agency: ENERGY BBDO

Date of First Appearance: Apr 1 2009 12:00AM

Entrant Company: ENERGY BBDO, Chicago, USA

Chief Creative Officer: Dan Fietsam (Energy BBDO)

Creative Director: Frank Dattalo (Energy BBDO)

Creative Director: Mike Roe (Energy BBDO)

Copywriter: John Fiebke (Energy BBDO)

Art Director: Tim Mattimore (Energy BBDO)

Executive Producer: Brigette Whisnat (Energy BBDO)

Agency Producer: John Pratt (Energy BBDO)

Director: Paul Hunter (Pretty Bird)

Media placement: TV - MTV - May 5, 2009

Media placement: Advertorial - Blender - April 2009

Media placement: Digital - Myspace - April 2009



Results and Effectiveness

Orbit Big Pak strengthened brand loyalty by achieving significantly higher repeat purchase rate for Orbit Big Pak (21.5%) than both the Gum Average (17.3%) and a comparable Wrigley upsized pack offering, Eclipse Big-E Pak (13.5%).
-Repeat volume of Orbit Big Pak increased steadily throughout the product launch, with 30% of volume in Period 8 coming from repeat purchases, far surpassing the comparable repeat volume goal of 19.9%.
-The Orbit Big Pak campaign achieved a statistically significant shift in Orbit brand perceptions of “cool brand to be seen with” and “always coming up with something new” brand image and innovation measures.
-Generated top-level performance on advertising awareness. Total Campaign Awareness was 84%. Not only did TV Ad Awareness of 77% far surpass the category norm goal of 37%, but all measured elements of the campaign also performed above norm on Ad Awareness, including the MTV Movie Awards Live TV Integration.
List each element of the submission in the order of implementation with dates:
-TV spot April 2009 National Network & Cable TV Buy
-Music Video April 2009 MTV only
-Live TV Integration June 2009 2009 MTV Movie Awards only



Creative Execution

Music Video Style TV Spot – TV was central to the plan, allowing us to introduce Big Pak product and artist to a mass audience with the look and feel of a music video.
-World Premiere Music Video on MTV – We produced a full-length music video for Big Pak that premiered during a primetime commercial pod on MTV, and was then released online via a dedicated MTV.com video page. To promote appointment viewership of the music video premiere, MTV filmed, produced and aired multiple behind-the-scenes, branded content vignettes in their “making the video” style.
-Award Presenter at 2009 MTV Movie Awards – For the campaign finale, we used our sponsorship of the 2009 MTV Movie Awards to confirm Big Pak as a legitimate celebrity music artist. Two weeks before the event, we ran a co-branded, tune-in TV spot that built excitement and awareness about Big Pak’s upcoming appearance at the MTV Movie Awards. For the branded content portion of the sponsorship, we worked with MTV to execute something the network had never done before: the rap artist Big Pak appeared live, on stage at the MTV Movie Awards and initiated a rap battle with celebrity Hayden Panettiere in their presentation of the “WTF Award” nominees and winner.



Insights, Strategy & the Idea

Insights – Orbit was losing its share of “cool brand to be seen with”. And, Orbit was seeing a sizeable drop in its most loyal users. The launch of an upsized pack of gum – Orbit Big Pak with 35 pieces – was planned with the goal of retaining brand loyalty, but because an upsized pack was not new to the category, we had to bring the product to life in a groundbreaking way. So, the challenge was to drive awareness of the new Orbit Big Pak through a never-been-done-before approach that would restore perceptions of the brand as cool and innovative and reconnect with our core young adult Orbit users.
Idea – Introduce an original rap artist named Big Pak, whose once Dirty MouthTM has now been cleaned up by Orbit Big Pak gum. Inspired by the distinct, clean-mouth vocabulary established through previous advertising (e.g. “you lint licker” and “what the French, toast”), we centred the idea around the effect Orbit Big Pak had on shaping the life of the rap artist Big Pak.
Strategy – We modeled our in-market campaign approach after the music industry. Contrary to typical new product launches, we treated the roll-out of our campaign similarly to how the music industry introduces a new artist. Plus, for genuine credibility, we identified a talented, aspiring rap artist from the UK and cast him as Big Pak. Then, we crafted a look and persona for Big Pak, complete with his uniquely British wardrobe, fashion accessories, and personal logo. This method was designed as a way for us to blur the lines between marketing commerce and consumer culture, and TV was the perfect medium to bring this in-market strategy and rap artist character to life.