Women struggle with flimsy gum packs kept in their handbags. When their gum eventually falls out into the bottom of their “dirtier than they thought” handbag, all sorts of weird and wonderful objects get stuck to the gum and alters the taste.

Orbit has created a protective bottle that keeps every piece of gum fresh. We wanted this benefit to change the buyer’s mind to rather opt for the Orbit bottle instead of other, flimsier packs.

We’ve taken a visually “clean” approach to transform dirty objects that stick to your gum into beautiful typography.

Since the launch of the campaign was only in late April, we have yet to receive results. We anticipate great awareness and adoption of the Orbit bottle as a better packaging alternative.