Orbit (gum)

History

The Orbit name in chewing gums dates back to the early 20th century. It was made as Orbit Listerated Gum, by the Common Sense Co. (later known as Listerated Gum Corp.). The Orbit trademark went to Wrigley when it bought Listerated Gum Corp in 1925.

Wrigley marketed an Orbit gum in 1940s in the United States as a replacement brand by Wrigley due to rationing of gum-making ingredients in World War II. The brand was discontinued after the war ended, when Wrigley's three established gum brands, Juicy Fruit, Wrigley's Spearmint and Doublemint, returned to the US market.

The Orbit brand was reintroduced 30 years later in 1976, when it was introduced in Germany, Switzerland and The Netherlands. This marked the first time that a sugar-free gum was marketed under the Wrigley name. The brand was later introduced in many other countries around the world. In the US, Orbit launched in 1977 but ran into trouble because of its xylitol sweetener. In 1984, Wrigley launched Extra which contained the aspartame sweetener.

In Australia, Orbit was discontinued in 1989 two years after Extra launched.

The Orbit gum was relaunched in the US in 2001.

Brand names

Different brand names have been used for the product in different markets. For example, the Orbit name is used in the US, Mexico, Spain and Poland, whereas the Extra name is used in Great Britain, Germany and Australia, Freedent is used in France and the Netherlands, and Yida is used in China.

The Orbit brand was retired completely in Britain and Ireland in 2015 in favor of Extra, with the same 14-piece package. In 2019 the replacement was applied in Germany as well. Both brands were in use before the complete change to Extra.

Advertising

The US advertising campaign for Orbit centered on the Orbit Girl, a British accented character who always showed up to "dirty" and awkward situations wearing all white, a scarf, and a smile. Vanessa Branch played the Orbit Girl from 2001 to 2010, when she was replaced by Farris Patton, who played the Orbit Girl from 2010 through 2014.

In 2014, Orbit moved to a more global approach to marketing, replacing the Orbit Girl, and with a new commercial with Sarah Silverman to kick off its new campaign: "Eat. Drink. Chew Orbit." to emphasize the benefits of chewing gum after eating and drinking.

A British TV ad for Extra chewing gum, seen in September 2017, featured a young woman stood in a football kit on a football pitch whilst chewing, appearing to be preparing to take a penalty kick. A complaint to the ASA was upheld with the ad being described as 'dangerous'.

Sub-brands

Orbit White

Orbit White was launched in 2002 as a sugar-free pellet gum and sub brand of Orbit gum. Packaged in blister packs of 12 pieces, it was released to compete with Cadbury Adams' Trident White gum in 2001.

Orbit for Kids

thumb|200px|Orbit Kids packOrbit Kids is another sub brand aimed at children. Flavors include bubblegum, strawberry and banana, and grapes.

Orbit Mist

Orbit Mist (Excel Mist in Canada) was launched in about 2009. had "micro-bursts" which are small polka dot chips filled with a flavor contrast to the rest of the stick. The "micro-bursts" were meant to create "a hydrating sensation", as claimed on the box. Flavors were Peppermint Spray, Watermelon Spring, and Mango Surf. Orbit discontinued the Orbit Mist subline in 2013.

Orbit Refreshers

Orbit Refreshers (or Extra/Freedent Refreshers) is a more recent new product of the gum described as "soft cubes".

Flavors

• Peppermint
• Bubblegum
• Spearmint
• Eucalyptus
• Mint
• Bubblemint
• Wintermint
• Winterfresh
• Sweetmint
• Freeze Mint
• Citrusmint
• Apple Remix
• Tropical Remix
• Strawberry Remix
• Wildberry Remix
• Peppermint DoublePak
• Spearmint DoublePak
• Citrus Remix
• Melon Remix
• Crystal Mint
• Lemon Lime
• Mint Mojito
• Maui Melon Mint
• Positively Pomegranate
• Raspberry Mint
• Fabulous Fruitini
• Sangria Fresca (discontinued)
• Strawberry Mint
• Lime Melon
• Piña Colada
• Orange Cardamom
• Mixed Fruit
• Coca-Cola
• Blueberry
• Raspberry Pomegranate
• Raw Mango

References

References

1. "Orbit".
2. Dahl, Erik. (2000). "The Mystery of the "5"".
3. https://www.worthpoint.com/worthopedia/orbit-chewing-gum-wrapper-orbit-1811276040
4. "1930s Oh Boy Bubble Gum Display Box and Goudey and Wrigley Correspondence Collection {{!}} REA Archive".
5. King, Seth. (May 9, 1971). "Wrigley: A 7‐Cent Bonanza".
6. "Mars Wrigley: Kauspaß seit über 130 Jahren".
7. [http://www.wrigley.co.uk/orbit/ Wrigley press release] {{Webarchive. link. (2006-05-17, wrigley.co.uk. Article retrieved 2006-06-15.)
8. (1987-04-19). "THE SLEEPY GUM GIANT BEGINS TO WAKE UP (Published 1987)".
9. Shoebridge, Neil. (1993-04-23). "ADVERTISING THAT WORKED WONDERS, AND WHY".
10. "Découvrez l’histoire de FREEDENT".
11. "betterretailing.com: Orbit gum will be rebranded as Extra from January".
12. (2019-04-11). "Orbit wird zu Extra from Orbit {{!}} Catering Management".
13. Week, Marketing. (2008-11-06). "Wrigley cuts gum to get ‘back to basics’".
14. Evan, Suzy. "Farris Patton Is Living Her Dream as the Orbit Girl". Backstage.
15. "Fabulous!?: Sarah Silverman pushes out Orbit Girl in new ad campaign". Chicago Business Journal.
16. "The Wrigley Company Ltd".
17. (21 February 2018). "Chewing gum advert banned over fears children could copy it and choke".
18. [http://www.brandweek.com/bw/search/article_display.jsp?vnu_content_id=1000511803 "Category Wars: Wrigley Returns To Orbit In Whitening Showdown"] by Mike Beirne, ''[[Brandweek]]'', 5/17/2004, Vol. 45 Issue 20, p11.
19. "Wrigley.com :: Orbit".
20. "Poczuj moc smaku z Orbit® Refreshers!".