dual benefit - teeth and consumers wants have diversified, so has Orbit's gum care in the same product range, offering additional benefits such product! as whitening, gum care and stronger teeth. Romania ranks second Despite all these, Orbit's main benefit remains worldwide in terms of cavity protection. sales of the Orbit Professional range, after the world leader, Germany. Promotion Wrigley takes an Market category, while Wrigley has simultaneously Dental Association with Free Praxis (AMSPPR). integrated approach to The Wm.Wrigley Jr. Company is the recognised created new products under these well-loved Wrigley's dental-care chewing gum brand for the the creation and delivery leader in the confectionery field and the world's brands including mints, breath strips and candies. local market is Orbit. of campaigns that make largest manufacturer and marketer of chewing Wrigley's chewing gum brands have been a good use of both gum. refreshing part of everyday life for more than History traditional and non- 100 years.The spirit In 2001, Orbit Sugarfree gum made its traditional media. of innovation that spectacular debut in the US. Already a top selling Wrigley's marketing and made Wrigley one of brand across Europe, Orbit's launch in the US promotional strategy is the world's best was a huge success. Orbit's great taste, fun designed to create known and best flavours and attractive packaging has made it a demand for its products loved companies can consumer favourite. through the use of strong still be seen today, In 2003,Wrigley diversified its product consumer advertising and with exciting new portfolio into candies with the launch of Orbit highly visible and products, new Drops, a sugar free dental candy available in recognisable in-store markets and new more than a dozen countries including Austria, display solutions. ideas. the Czech Republic, Croatia, Greece, Hungary, Communications for The Orbit range is Israel, Russia, Slovenia, Bulgaria and Romania. the Orbit brand highlight diversifying each day, Building on the established success of Orbit its dental and oral It has been over 110 years since Wrigley offering its consumers more and more healthcare benefits, ® sugar free gum in Europe, these candies offer introduced its first two products, Juicy Fruit and alternatives just waiting to be chosen - from ranging from tooth ® dental benefits in the form of a hard candy. Wrigley's Spearmint gums.Today,Wrigley better cavity protection to complete oral care - Today, Orbit gum is enjoyed by millions of whitening to “cleaning brands are sold in over 180 countries and its never forgetting that people enjoy a wide variety people throughout Europe and the Middle East. your teeth in a way you portfolio of products includes dozens of of flavours. can feel”. ®® ® Orbit gum has been present in Romania since innovative brands that provide consumers with a Orbit , Extra and Freedent are Wrigley's 1992. Over the years, the gum range has With Orbit,Wrigley variety of benefits, including dental care, breath worldwide dental-care gum brands. For over 25 diversified in terms of flavours, forms of was one of the pioneers freshening, tooth whitening and vitamin delivery. years,Wrigley has worked in partnership with presentation, content and benefits, as well as in developing and The Wm.Wrigley Jr. Company has been teeth.This sub-brand was launched in Romania in the dental profession and pioneered package design. After fourteen years on the local marketing the dental benefits of chewing represented in Romania since 1992 by Wrigley October 2004 with Strong Mint flavour, new independent research into the oral care benefits market, Orbit is the leader of the Romanian gum sugarfree gum. Romania Produse Zaharoase S.R.L., the sole of chewing sugarfree gum, helping the dental market with a 68% market share in terms of Fresh Mint flavour being added in January 2005. The Orbit brand is communicated in Romania importer of Wrigley's products on the local profession understand the importance of saliva value. In July 2006, the new Orbit Professional White mainly via TV and outdoor media, with launch market.Wrigley Romania is the leader of the to dental health.Wrigley Oral Healthcare was launched in the country, with Orbit campaigns for new products also being visible in Romanian confectionery business.Wrigley is the Programs (OHP) were established to help Product Professional Herbal having been launched in May. the printed press. PR tools are also used for new leader of the Romanian chewing gum market, support dental teams in promoting better oral products, when credibility is developed through Orbit is a range of dentalcare products , meant Orbit Drops is a sugarfree candy product with a 96% share of the gum market in terms of care to patients.Wrigley OHP are committed to available in various fruit and mint flavours. the construction of a more personalised value (Source: AC Nielsen, June 2006), to ensure cavity protection. Research has shown message. that chewing Orbit sugar free gum for ten through the chewing gum brands Recent Developments Orbit, Airwaves,Winterfresh and minutes after each meal or BrandValues Hubba Bubba.The company also ranks snack stimulates saliva, thus The Orbit range is continuously developing, neutralising the acid that striving to offer increasing benefits to consumers. William Wrigley, the founder of the Wrigley second on the candy segment, with a Company, once said:E “ ven in a little thing like a 27% share of the candy market in causes dental plaque. One of the most important recent successes THINGSYOU DIDN'T KNOW ABOUT The basic Orbit range of was the improvement of Orbit sugar free gum in stick of gum, quality is important”.This terms of value.Wrigley's non-gum philosophy is as important for the Wrigley brands are Orbit Drops, Solano and, chewing gum includes such a way as to reduce the incidence of tooth Orbit Sweet Mint, Orbit decay by 40%.The packaging of the product was Company now as it was in 1891.This focus on Orbit more recently, Juicy Fruit. quality and the spirit of innovation ensures that Wrigley Romania's leading brand Winterfrost, Orbit concurrently redesigned. In Romania, this Spearmint, Orbit improvement was announced in 2006, when Wrigley always wins with consumers. The minerals in saliva are the same minerals as on the local chewing gum segment Orbit offers a great taste experience, Peppermint, Orbit Orbit was re-launched and sustained by an in teeth, meaning saliva actually helps repair is Orbit.The Orbit brand name dedicated to those who want to look and feel includes Orbit basic, Orbit White, Herbal, Orbit Cherry aggressive advertising campaign. teeth. Moreover, if you stimulate saliva, for Mint, Orbit Orange and Another very big success for the Orbit range good. Offering oral care and dental protection Orbit for Kids and Orbit against cavities, Orbit chewing gum contributes example by chewing Orbit sugarfree gum, it Professional, each being available in Orbit Watermelon.The was the launch of Orbit Professional. In terms of has a much greater concentration of these the Romanian gum market, Orbit Professional to maintain the oral health of consumers. various flavours. According to a sub-brands of Orbit are: minerals and is more able to neutralise plaque Orbit Professional, was very well received by the public, securing a Orbit is everybody's friend when it comes to research conducted by AC teeth cleaning and cavity protection, at times acid Nielsen, in June 2006, Orbit chewing gum providing educational materials and resources for Orbit White, and Orbit for Kids. 23% share of the gum market in just two years. patients and professionals, relevant to today's Orbit chewing gum is sugarfree, smooth and The most recent addition came in May 2006, when taking out a toothbrush is simply not an represented 65% of the chewing gum market by After eating, plaque acid attacks your teeth oral health needs. Programs have currently been refreshing, leaving the mouth with a crisp,“just when Orbit Professional Herbal was launched, an alternative.Whenever and wherever, Orbit is volume, with 23% of the total market being and puts them at risk of tooth decay.This acid established in 36 countries in Europe, the Middle brushed clean” feeling. In Romania, the main extension of the range offering an important making sure teeth stay healthy and clean. As represented by Orbit Professional. attack can last for up to two hours.The best East and Africa.Wrigley OHP provides dental Orbit flavours are Sweet Mint, Spearmint and Orbit is also present in Wrigley's Romania's and most tooth-friendly way to produce more non-gum portfolio, as hard candy, available in teams with: Winterfrost. Orbit White is another member of saliva is to chew sugarfree gum, as this different flavours. Professional information and support about the Orbit family, which offers, besides protection, a whitening effect, while Orbit for Kids with stimulates saliva by up to ten times the normal saliva and SFG (sugar free chewing gum) amount. Stimulated saliva is more effective at Calcium (available in Classic and Lemonade Achievements Patient resources including leaflets, posters flavours) is part of the brand's dedicated replacing the minerals lost through acid attack, Worldwide,Wrigley's brands like Doublemint® , and waiting room materials on a healthy oral product range for children, again offering oral and helps repair early decay damage. Chewing Big Red®®®® ,Winterfresh , Extra , Eclipse , care routine. health benefits. Orbit Sugarfree gum for twenty minutes after Freedent®®®® , Hubba Bubba , Orbit and Excel Wrigley OHP is also present in Romania, the Orbit Professional is a modern product, eating or drinking stimulates saliva and helps continue to generate excitement in the gum program being supported by The Romanian containing micro-granules to leave clean feeling reduce tooth decay by up to 40% 102 103 dual benefit - teeth and consumers wants have diversified, so has Orbit's gum care in the same product range, offering additional benefits such product! as whitening, gum care and stronger teeth.