Mars Wrigley / Orbit Extra

The bottom line: 15-20% sales surge, fastest-growing brand in Mars Confectionery, and category penetration growth in 59 of 60 markets – while the gum category faced existential decline.

The Momentum Challenge

Mars Wrigley Orbit 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.

MSQ's joined-up approach: 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.

The Joined-up Solution

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.

The strategic transformation: Instead of competing on functional freshness claims, we repositioned Orbit 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

MSQ's joined-up thinking delivered 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.