Wrigley's Orbit Hits Emotional Sweet Spot with 'Time to Shine' Global Launch

EnergyBBDO have launched a new, aspirational global platform for Wrigley’s Orbit sugar free gum.

The new campaign, “Time to Shine” is all about being ready for life’s big moments,and celebrates the potential of what can happen when you’re feeling confident and at your best.

“Timeto Shine” marks an exciting evolution in the brand’s global creative strategy from the functional-benefit approach of the brand’s previous “Just Brushed Clean Feeling” campaign, instead focusing more on the emotional benefits of the clean feeling you get chewing Orbit.

The campaign was directed by Joachim Back  at Anonymous Content and consists of a central anthem spot and several 15-second executions. The work is a result of a global collaboration between Energy BBDO, CLM BBDO and BBDO South China.

It’snot the first time Wrigleys product have gone for a more emotional approach,Wrigley’s Extra had a major hit last year with Wrigley’s Extra with Sarah &Juan.