Orbit chewing gum is positioned as a brand that cares for your teeth. For the past ten years we have been teaching our consumers to chew Orbit after every meal. This message was communicated almost exclusively via standard 30" TV spots, which were very serious and educational. The brand positioning was still valid and relevant, but the consumers were no longer listening. We had to deliver the same benefit in a totally new and engaging way. So we changed "Orbit after every meal" to "Orbit after any meal". And when we say any meal, we really mean it!

As a part of bigger campaign, we used an old Chinese tradition. In Chinese restaurants it is a custom to give each guest a Fortune Cookie at the end of a meal. A fortune cookie always contains a special message, a Chinese wisdom or proverb. In our case the message reminded guests to chew Orbit after any meal.This was very cost effective way to reach consumers at the right moment, when they have just finished their meal. Fortune cookies were very inexpensive to produce and the restaurants were happy to distribute them for free. They would even call us asking for more cookies when they ran out.

Fortune Cookies were part of a bigger campaign, which had the following results: Awareness grew by massive 34%, usage frequency by 14% and sales by 10% (source: GFK) And all of that despite some tough competition.