In 2009 Wrigley launched Orbit Big Pak, an upsized pack of gum. The campaign had to drive awareness, restore brand perception of cool and innovative, and re-connect with Orbit loyalists. Results showed that the campaign was highly breakthrough, helped strengthen brand loyalty, and improved consumer perceptions of Orbit as a cool and innovative brand.
Moms had a deep emotional loyalty with Eggo, but amid heavy competition we lost relevance in Mom's eyes and sales started to slump. We needed to get Moms to see us in a new light so that the love she had for the brand would turn into purchase.