Wrigley recognized the need to expand its share of the growing sugarfree market and address the consumer apathy which had formed within the segment. By taking a microscope to their key sugarfree competitor, Wrigley and Energy BBDO were able to create and market a new product, designed to source volume directly from the competition. By introducing Vanessa, the “scientific glamour puss” spokesperson, the campaign spoofed the competition’s clinical heritage and demonstrated that only Orbit could leave your mouth feeling clean “no matter what.” As a result of insightful product development, solid strategic thinking and creative that effectively involved the prime prospect, Orbit quickly passed the competition to become one of the leading gum brands in the category.