Wrigley’s Orbit runs a new ad campaign in Russia. Created by BBDO Moscow, Digital BBDO and OMD Media Direction the campaign was rolled out in November to promote one of the most popular chewing gum in the country. Creators decided to follow the previous campaigns’ steps in the plot of the spot. 

Photo: ‘The triple stroke’ says a caption on the game’s web site a screenshot from orbitgum.ru

The video features a young office worker who is attacked by animated caries bacteria in form of a pizza piece, a muffin and a cup of coffee. A doctor that suddenly enters the doors of the office suggests the frightened guy to chew Orbit after each meal. The upgraded chewing gum fights with caries in three ways: it wipes out plaque accumulation, neutralizes harmful acids and prevents enamel thinning, says the doc.

‘Eat, drink, chew Orbit’ is the tagline of the campaign which also includes online ads and an online game that allows users to fight the attack of harmful bacteria.

“As a reliable product that protects from caries, Orbit has a well-established position on the market. We have worked hard for years to create this image and we continue to improve our product. We want to reach our audience with a message that Orbit wipes out plaque accumulation, neutralizes harmful acids and prevents enamel thinning,” says Konstantin Perov, Wrigley brand manager.