SNACKS, DESSERTS & CoNFECTIoNS
GoLD WINNER
orbit Gum — big pak
WM. WRIGLEy JR. Co.
Paul Chibe VP-Genl. Mgr., Gum & Mints
Victor Mehren Mktg. Dir.
Melinda Lewis Sr. Mktg. Mgr.
Sara Adams Mktg. Mgr.
ENERGy bbDo
Kaite Clow
Pete Ruest
Greg Morrison
Tim Mattimore
John Fiebke
Sr. VP-Sr. Acct. Dir.
VP-Acct. Super.
Acct. Exec.
Creative Dir.-Art Dir.
Creative Dir.-Copywriter
MINDShARE WoRLDWIDE
TRIbAL DDb
DIG CoMMuNICATIoNS
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. By creating
an original rap artist named Big Pak with campaign elements and
a rollout strategy similar to how the music industry introduces a
new artist, the line between commerce and contemporary culture
was blurred. Results showed that the campaign was highly breakthrough, helped strengthen brand loyalty and improved consumer
perceptions of Orbit as a cool and innovative brand.
SNACKS, DESSERTS & CoNFECTIoNS
SILvER WINNER
Lay’s
FRITo-LAy NoR Th AMERICA
Gannon Jones VP-Mktg.
Dave Skena VP-Lay’s Portfolio
Kate Garner Sr. Product Mgr.-Lay’s
Linda Bethea Mktg. Mgr.-Lay’s
Jim Meier Insights Mgr.-Strategy & Insights
JuNIpER pARK
Jill Nykoliation
Terry Drummond
Alan Madill
Barry Quinn
Chris Hunter
Lay’s is an iconic American brand that has historically dominated the snack category. But in recent years Lay’s had become
stagnant amid perceptions it is the poster child for junk food.
This campaign flipped misperceptions about the product and
re-ignited consumers’ love affair with the Lay’s brand.
