{"id":355,"date":"2024-05-24T00:59:55","date_gmt":"2024-05-24T00:59:55","guid":{"rendered":"https:\/\/www.marsunited.com\/uk\/?p=355"},"modified":"2024-05-27T01:11:36","modified_gmt":"2024-05-27T01:11:36","slug":"orbit-extra","status":"publish","type":"post","link":"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/orbit-extra\/","title":{"rendered":"Orbit Extra"},"content":{"rendered":"\n[et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Challenge” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

The Gum category, and the leading brand, ORBIT EXTRA, had long been losing penetration, especially with <25s, driven by a lack of relevance during the pandemic. Marketing comms historically focused purely on functional benefits (mouth hygiene, fresh breath).<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Insight” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

Consumers intuitively chew gum for more emotional benefits associated with their wellbeing (calm \/ de-stress \/ focus \/ uplift) and these demand spaces have far more headroom for commercial growth.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Strategic Idea” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span>A new global positioning for ORBIT EXTRA was developed, focusing on its re-centering\u00a0 benefit, encapsulated by the new brand line: \u2018Chew Good\u2019. Our shopper-led strategy was to unpack Chew Good in an intuitive, relevant way, leaning into consumption moments our Gen Z target shopper would be familiar with. <\/span><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Creative Idea” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span>We developed a set of global shopper comms available for all local markets to use year-round, to depict ORBIT EXTRA as the solution to help get our target audience through a long day (Long day? Chew Good). Shopper comms are also available during peak moments in the academic calendar year, portraying the brand as a helpful, reliable study partner (Study time? Chew Good).<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.marsunited.com\/uk\/wp-content\/uploads\/sites\/4\/2024\/05\/orbit-extra-idea.gif” title_text=”orbit-extra-idea” align=”center” _builder_version=”4.25.0″ _module_preset=”default” width=”80%” module_alignment=”center” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Hook” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span>Local markets will utilise the shopper idea to offer Gen Z shoppers chances to win prizes that alleviate study anxiety. <\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Activation” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span><\/span>A strategic toolkit was provided to local markets to leverage the creative across their connected commerce estate, including on in-store media, across DComm, on Intelligent Vending screens, and on permanent Gum equipment in the transaction zone. <\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”0px|0px|0px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Impact” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”0px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”30″ _builder_version=”4.25.0″ _module_preset=”07ecdeab-251f-496f-aa1f-8f1ca63dd89e” title_text_color=”gcid-40f11e33-f36e-4924-a466-57d51b53dd28″ global_colors_info=”{%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”0d658811-2be3-4a18-9ce7-62cf6f279cfa” text_text_color=”gcid-92bb32dd-6e0e-4429-9d44-293093944292″ global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

<\/span><\/span>Markets adopted the campaign in the first 3 months since launch<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][wdcl_image_carousel is_autoplay=”off” nav_pagi=”nav_pagi” slide_count=”1″ is_auto_height=”on” pagi_height=”8px” pagi_width=”80px” pagi_radius=”on|0px|0px|0px|0px” pagi_spacing=”4px” pagi_color_active=”gcid-40f11e33-f36e-4924-a466-57d51b53dd28″ pagi_width_active=”80px” _builder_version=”4.25.0″ _module_preset=”default” width=”80%” module_alignment=”center” custom_margin=”||||false|false” custom_padding=”||48px||false|false” locked=”off” global_colors_info=”{%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22pagi_color_active%22%93}” theme_builder_area=”post_content”][wdcl_image_carousel_child photo=”https:\/\/www.marsunited.com\/uk\/wp-content\/uploads\/sites\/4\/2024\/05\/orbit-extra-2.jpg” _builder_version=”4.25.0″ global_colors_info=”{}” theme_builder_area=”post_content”][\/wdcl_image_carousel_child][wdcl_image_carousel_child photo=”https:\/\/www.marsunited.com\/uk\/wp-content\/uploads\/sites\/4\/2024\/05\/orbit-extra-1.jpg” _builder_version=”4.25.0″ global_colors_info=”{}” theme_builder_area=”post_content”][\/wdcl_image_carousel_child][\/wdcl_image_carousel][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

The Gum category, and the leading brand, ORBIT EXTRA, had long been losing penetration, especially with <25s, driven by a lack of relevance during the pandemic. Marketing comms historically focused purely on functional benefits (mouth hygiene, fresh breath).Consumers intuitively chew gum for more emotional benefits associated with their wellbeing (calm \/ de-stress \/ focus \/ […]<\/p>\n","protected":false},"author":26,"featured_media":384,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[10],"tags":[],"class_list":["post-355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study"],"acf":[],"yoast_head":"\nOrbit Extra - Mars United - United Kingdom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/orbit-extra\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Orbit Extra - Mars United - United Kingdom\" \/>\n<meta property=\"og:description\" content=\"The Gum category, and the leading brand, ORBIT EXTRA, had long been losing penetration, especially with <25s, driven by a lack of relevance during the pandemic. 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