Mars Wrigley / Orbit Extra Freedent & Yida

Our work saw a 15-20% sales surge, category penetration growth in 59 of 60 markets, and Mars Wrigley gum became the fastest-growing brand in Mars Confectionery – all while the gum category faced existential decline.

The Momentum Challenge

The global Mars Wrigley gum brands, Orbit, Extra, Freedent and Yida (OEFY) faced category collapse. The global gum brand had weathered decades of success until COVID delivered a devastating blow. The pandemic didn't just hurt sales – it fundamentally destroyed the category's foundation. 

The crisis was unprecedented: A 60% decline across the entire gum category as impulse channels vanished overnight. Traditional purchase drivers and consumption occasions disappeared. The once-reliable fresh breath positioning felt irrelevant in a masked world where social interactions had fundamentally shifted.

The Joined-up Solution

Rather than fighting yesterday's battles, we assembled a comprehensive team combining cultural intelligence, behavioural insight, brand transformation, and integrated design to fundamentally reimagine what gum could mean to a generation.

We uncovered the hidden emotional truth in the data. Our research revealed that 47% of consumers chew gum for a mental break – not fresh breath. This insight unlocked a complete reframe from outer-directed breath-confidence to inner-directed everyday mental wellbeing.

Instead of competing on functional freshness claims, we repositioned OEFY as a mental reset tool. A small but powerful moment to re-centre in an increasingly stressful world – speaking directly to Gen Z's wellness priorities.

Integrated execution across every brand touchpoint:

• Design & Identity: Liberated the logo roundel into a ‘Recenter-Ring' – a brand beacon marking the shift to mental wellness
• Typography & Language: Created bespoke ‘chew la la' typeface with rhythmic, emotional characters featuring hidden smiles and winks
• Cultural Strategy: Moved beyond dental-freshness conventions to embrace vibrant, emotionally-driven brand expression
• Experience Design: Transformed every interaction from functional to joyful, bringing colour and emotion to a traditionally sterile category

The Momentum Delivered

Explosive growth while competitors struggled:

• 15-20% sales surge in France, making it the fastest-growing brand in the Mars Confectionery portfolio
• 15% increase in sales across China, Germany & UK
• Broke the $2.5 billion sales value barrier for the first time in three years
• Most effective redesign in Orbit's history, exceeding all targets

Category and demographic transformation:

• Increased penetration among under-30s target audience
• Boosted category penetration in 59 of 60 global markets
• Reversed category decline through fundamental repositioning
• Cultural leadership in mental wellness space for CPG brands

The result was both immediate impact and long-term brand evolution – combining deep behavioural insight, cultural strategy, design innovation, and experience transformation to create unstoppable momentum for Mars Wrigley Orbit.