The Orbit empire strikes plaque

13 June, 2008

The Wrigley Company is hoping to educate consumers on the oral health benefits of chewing gum, with a new TV ad campaign.

On air until the end of July, the ads are called Fighting Plaque and are designed to demonstrate that chewing Orbit Complete with Xylitol helps protect teeth. The last frame tells consumers that the British Dental Health Foundation approves the brand.

In April, Wrigley launched Orbit Complete's first sugar-free fruit flavours - Strawberry and Lemon & Lime - which joined the brand's existing sugar-free mint range - Peppermint, Spearmint and Strong Mint. The range is available in envelope packs containing 14 individually wrapped tabs of gum (rrp 59p).

Wrigley is also rolling out revamped counter-top merchandising units for its gum range. The new units provide better "visibility and accessibility of the product for customers", according to sales director Nigel Mallinson.

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