Orbit Complete set for new TV campaign

The ‘Fighting Plaque’ themed adverts are set to lively music and feature a selection of people unsuccessfully trying to fight invisible plaque before demonstrating that simply chewing Orbit Complete with Xylitol helps protect teeth from plaque.

The adverts close with the endorsement that Orbit Complete is approved by the British Dental Health Foundation. The campaign will be on air until the end of July.

Re-launched in January last year, Orbit Complete is the third largest chewing gum brand in the UK and Orbit, according to AC Nielsen, is currently worth £23.5m.

All products in the Orbit Complete range contain Xylitol to support consumers’ daily oral healthcare routine, helping to keep teeth healthy, clean and fresh between brushings. Sugar-free gum with Xylitol is clinically proven to help reduce plaque.

In April this year the first ever sugar free fruity flavours were launched under the Orbit Complete brand – Orbit Complete Strawberry and Orbit Complete Lemon & Lime (RRP 59p).

The new variants join the existing sugar-free mint range which includes Orbit Complete Peppermint, Spearmint, and Strong Mint (RRP 59p). The Orbit Complete range comes in handy envelope packs containing 14 individually wrapped tabs of gum.

Alexandra MacHutchon, Communications Manager at Wrigley, comments: “We are really looking forward to the return of the “Fighting Plaque’’ series of adverts. The campaign combines both humour and education to communicate the benefits of Xylitol.

“The adverts are set to increase awareness of Orbit Complete and appeal to health conscious consumers eager to improve their oral hygiene. Our advice to retailers would be to keep fully stocked to take advantage of the increased interest in the brand and to maximise the profit opportunity.”