Week of June 20, 2006
The younger demographic has always been attracted to Wrigley's Orbit brand with its commercials.
Rapper Snoop Dogg has a dirty mouth and what else can clean it up but Orbit gum?
Snoop Dogg discusses what it's like to be a gangster at a school's career day when he's banished to hell for his dirty mouth. Orbit girl Vanessa saves him with Orbit gum and he's whisked off to heaven.
Definitely captures your attention the first time and hits you with the unexpected appearance of the Orbit girl and her usual, "Dirty mouth? Clean it up," line.
The ad campaign has a Web site called GoodCleanFeeling.com featuring behind the scenes clips of Snoop Dogg and other extras.
Snoop Dogg is no stranger to commercials and he crossed an age gap when he teamed up with Lee Iacocca to shoot a Chrysler commercial.
A feature on the Web site allows you to enter any phone number and have Snoop Dogg send a call about your dirty mouth. At the end of the call, you must follow instructions to get on Orbit's Do Not Call List.
Many people have reported getting the calls from Snoop Dogg as pranks and aren't happy their phone number has been given out.
News and Notes:
The Snoop Dogg ads are scheduled to end in September 2006.
When Snoop Dogg is taken to heaven, a disclaimer pops up reading, "Dramatization: Orbit gum will not get you into Heaven."
Orbit was introduced to the market in September 2001.
Orbit is one of the top five selling gum brands in the U.S.
Wrigley has always used "Vanessa," the blonde, pristine Orbit girl in the ad campaign.
Snoop Dogg has also starred in ads for Burger King, Chrysler, Courvoisier, Electronic Arts, T-Mobile and XM Satellite Radio.
Snoop Doggy Dogg, whose real name is Cordazer Calvin Broadus, became Snoop Dogg in 1996.
Snoop Dogg's first novel is due out in Fall 2006. It will be titled, Love Don't Live Here No More and is scheduled for release on October 17.