Wrigley’s Orbit®, the leading sugar-free gum launched its new TV commercial, ‘Eat Drink Chew’ featuring Bollywood A-lister and brand ambassador, Deepika Padukone.
The new campaign reinforces the message of oral care where Deepika gives a master class in healthy oral care habits as she” breaks up” with her favourite food – Sandwich.
Mimicking a real relationship, Deepika does her best to “break up” with the animated food character – Sandwich. She loves her Sandwich, but like many food and drinks, after she has finished it, the sandwich leaves a clingy food feeling in her mouth, which impacts her teeth and undermines her confidence. Only when Deepika turns to her pack of Orbit® Sugarfree gum for help, she can finally say goodbye to sandwich and feel fresh and confident.
Emphasizing on oral-care benefits of the brand, the new TVC is the latest version of Wrigley’s Oral Care message which encourages people to incorporate sugar-free gum into their everyday oral care routine as it helps to keep teeth clean and healthy by neutralizing plaque acids and enhancing remineralisation. Further, chewing sugar free gum helps clean as much as 90% of food debris from the mouth and provides a good oral care solution on the go.
Speaking on the new brand campaign, Mr. Deepak Iyer, Managing Director, Wrigley India Pvt. Ltd. said, The new Orbit® TVC featuring our brand ambassador, Deepika Padukone, has a great message and is designed to create an instant connect with our consumers. We all know that it is difficult to brush our teeth after every meal and snack, However, it’s easy to chew Orbit®, sugar free gum to get rid of the food that lingers a little too long around the teeth. While it’s fun to watch the conversation between Deepika and the animated food character, the TVC reiterates Wrigley’s Oral Care message of Eat, Drink and Chew and how Orbit® provides you with an oral care on the go solution.”
According to Mr. Sambit Mohanty, Creative Head, DDB Mudra North, “In the new Orbit TVC, the relationship between the brand ambassador, Deepika Padukone and the animated food character (Sandwich) and their conversation about “breaking up” lends a fresh approach to the brand message of oral health care and makes you smile. The tone is quirky and engaging, keeping in line with the globally successful campaign of Orbit. All of us enjoyed working on the commercial and we sincerely hope that the ‘Eat Drink Chew’ campaign strikes a chord with everyone and takes Oral Care to an even wider audience.”
About Wrigley, a subsidiary of Mars, Incorporated
Wrigley is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, and lollipops. Wrigley’s world-famous brands – including Extra®, Orbit®, Doublemint®, and 5™ chewing gums, as well as confectionery brands Skittles®, Starburst®, Altoids® and Life Savers® – create simple pleasures for consumers every day. With operations across 50 countries and distribution in more than 180 countries, Wrigley’s brands bring smiles to faces around the globe. Wrigley is headquartered in Chicago, Illinois, and operates as a subsidiary of Mars, Incorporated.The company employs approximately 17,000 associates globally, and operates as a subsidiary of Mars, Incorporated.
For more information, visit www.wrigley.com .
About Mars, Incorporated
In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars’ first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the objective of creating a “mutuality of benefits for all stakeholders” – this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 72,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.
Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, KITEKAT®, BANFIELD® Pet Hospital and NUTRO®; Chocolate – M&M’S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® AND LIFESAVERS® mints. Food – UNCLE BEN’S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA™, WISDOM PANEL™ and SERAMIS®.
For more information, please visit www.mars.com. Follow us: facebook.com/mars, twitter.com/marsglobal, youtube.com/mars.
Photo Caption: Wrigley’s Orbit new TVC
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