Wrigley Set To Launch Orbit

Wm. Wrigley Jr. Co., Chicago, will go after Dentyne and Trident chewers when it begins shipping its new Orbit gum to retail stores July 2 with $20 million in media support behind the tagline “Just brushed clean feeling.”

BBDO, Chicago, handles creative for the sugarless gum, whose pitch smacks of oral care overtones but whose location is in the candy aisle.

Orbit, in green Wintermint and blue Peppermint flavors, will come in packs sporting a resealable flap.