Orbit (gum)

Orbit is a brand of sugarless chewing gum from the Wrigley Company. In the United States, where it was re-launched in 2001,[1] it is sold in cardboard boxes with 14 individually wrapped pieces per package. In the UK, where it was launched in 1899[2] it was originally sold as a traditional long-stick gum, later replaced by the same format as the US.

Orbit Gum for sale at a stand in Barcelona, Spain (March 2007).
A pack of Orbit gum

Orbit White, packaged in blister packs of 20 pieces, was released to compete with Cadbury Adams' Trident White gum in 2001.[3]

History

Orbit was originally released in 1899. It was launched in 1944 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 gum 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 other countries, including Canada, Australia, the UK, Norway, Poland, Israel and Serbia.

The gum returned to American shelves in the late 1970s, but was removed from the shelves in the 1980s due to a suspicion that the sweetener might cause cancer. The gum was relaunched in the US in 2001.

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,[4] 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.[5]

In the UK and Ireland the Orbit name was replaced by Extra in 2015, with the same 14-piece package.[6] In 2019 the replacement was applied in Germany as well.[7]

Products

Orbit
  • Peppermint
  • Spearmint
  • Eucalyptus
  • Mint
  • Bubblemint
  • Wintermint
  • Winterfresh
  • Cinnamint (discontinued or in hiatus)
  • Cinnamon
  • Sweetmint
  • 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 (Discounted)
  • Strawberry Mint
  • Lime Melon
  • Piña Colada
  • Orange Cardamom

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.[8]

  • Bubblemint
  • Peppermint
  • Spearmint
  • Wintermint

Orbit for Kids
  • Bubblegum
  • Strawberry and Banana
  • Grape

Excel Mist in Canada 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. Orbit discontinued the Orbit Mist subline in 2013.

  • Peppermint Spray
  • Watermelon Spring
  • Mango Surf

References
  1. Wrigley press release, wrigley.com. Retrieved 2006-06-15.
  2. Wrigley press release, wrigley.co.uk. Article retrieved 2006-06-15.
  3. "Category Wars: Wrigley Returns To Orbit In Whitening Showdown" by Mike Beirne, Brandweek, 5/17/2004, Vol. 45 Issue 20, p11.
  4. Evan, Suzy. "Farris Patton Is Living Her Dream as the Orbit Girl". Backstage. Retrieved 21 September 2011.
  5. Lazare, Lewis. "Fabulous!?: Sarah Silverman pushes out Orbit Girl in new ad campaign". Chicago Business Journal. BBDO.
  6. "betterretailing.com: Orbit gum will be rebranded as Extra from January". Archived from the original on 2018-03-09. Retrieved 2015-03-12.
  7. "Orbit wird zu Extra from Orbit | Catering Management" (in German). 2019-04-11. Retrieved 2020-01-24.
  8. "Category Wars: Wrigley Returns To Orbit In Whitening Showdown" by Mike Beirne, Brandweek, 5/17/2004, Vol. 45 Issue 20, p11.
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