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Menstuff® has compiled the following
information on Wrigley's use of violence to promote
it's new chewing gum - Orbit.
Help
Knock Tooth Decay Into Orbit
This
is What We Wrote to Wrigley
This
Was Their Response
This
Was Our Response Back
Their
Final Response - Their research showed that this
Orbit Advert was "enjoyed by all those who saw them
"
Help Knock Tooth Decay Into
Orbit
Orbit, introduced in September 2001, is Wrigley's
most recent product introduction. Having recently
launched in the U.S., Wrigley believes that they
have another success on their hands. Orbit's U.S.
advertising features "Vanessa", a perky
spokesperson for the Orbit Institute. Vanessa
always found herself at "the scene of the grime" in
her never ending quest to prove that Orbit leaves
your mouth feeling clean…no matter what. Orbit
gum is already enjoyed by millions of people
throughout Europe and the Middle East.
However, some of the European advertising is
appearing in men's publications on U.S. newsstands,
like Front
magazine, which uses a more violent approach to
intruduce this gum. Its selling pitch is that it
contains xylitol, a natural plant extract which
works with your saliva to keep teeth healthy. What
that has to do with a package of gum squishing a
cookie until it's insides ouze out, is beyond us.
Click on the ad to see a larger version of three
cookies on a plate, two with terror on their faces,
as their buddy has red goo that looks like blood
being squeezed out of it. The headline reads "Help
knock tooth decay into orbit." How is promotes
chewing gum is beyond us.
We wonder if Wrigely's stated claim of the
importance of treating everyone with trust, dignity
and respect. They say the Wrigley Way is "Quality,
innovation and integrity." This advertising seems
to have missed those lofty goals.
Let them know what you think at www.wrigley.com/wrigley/contact_us.asp
Also, by letter to: William Wrigley Jr., CEO and
Dennis R Mally, info services, Wm. Wrigley Jr.
Co, Wrigley Building, 410 North Michigan Avenue,
Chicago, Illinois 60611. 800.874.0474 or
312.644.0015 or Fax 312.644.0015 or www.wrigley.com
or, or Christopher J. Perille, Director of
Corporate Communications (PR) at cperille@wrigley.com
or Denise Young, Consumer Relations Coordinator,
PR@wrigley.com
Advertising agency: BBDO Chicago,
410 N. Michigan Avenue, Chicago,
Illinois 60611 312.337.7860 or fax
312.337.6871 Tonise Paul, President. (You can also
visit Orbit in Germany at www.orbit-ohne-zucker.de
- which basically brings you back to the Wrigley
US site.)
This is What We Wrote to
Wrigley
Our comments to them: "Your web site claims to use
a Vanessa in the campaign for Orbit but your recent
ad in Stuff magaine used violence instead. We don't
get what terror (on the faces of two of the
cookies) with violence (their buddy being squished
with blood coming out- I worked in account services
at Leo Burnett for five years so I suspect the
agency tried to sell the campaign as red sugar)is a
bit much. We don't get the connection between the
brand name, its BSI nor squished cookies. It isn't
funny. What's the point? We thought that Wrigley
preferted to show health and vibrance. Is this a
new directoin for the company?
"We ask that you discontinue the use of this ad
and any others that make light of violence. We
don't know if you've kept up on crime statistics
but violence is on the increase, especially among
young people and adults. Why be a party to it? We'd
like to know."
This Was Their
Response
5/21/2002
Dear Mr. Clay:
Thank you for visiting our web site,
Wrigley.com, to express your opinion about our ad
for Orbit sugarfree gum.
Because the purpose of all Wrigley advertising
is to win friends for our company and its products,
we certainly like to know whenever anyone has some
objection to one of our ads, and we appreciate
hearing from you.
Your point of view, along with other comments we
have received about this campaign, will be
carefully considered when we plan future
advertisements for Orbit.
Again, thank you for taking time to stop by the
Wrigley web site.
Sincerely yours,
Denise Young
Consumer Relations Coordinator
WM. WRIGLEY JR. COMPANY
PR@wrigley.com
This Was Our Response
Back
Dear Ms. Young:
Thank-you for your immediate reply. From what
you said I get the sense that the Wrigley marketing
department (1) Doesn't have a back-up or other
campaign in the works, (2) Is planning to continue
to run "The Cookie Cruncher" ad until a new
campaign is developed sometime down the road, (3)
That the planned media schedule will continue with
this ad and not be replaced by another Wrigley
product or ad, but (4) That Wrigley will take into
consideration the use of violence in "future"
advertising. When do you think that will be?
We would hope that the marketing department
would look at their continued use of violence now
instead of sometime in the future and take
responsibly for the part that your advertising
might play in a culture that is already overrun by
violent images. It would be great to report that
Wrigley is looking at the issue NOW and will
replace the ad in all remaining schedules with
either a nonviolent Orbit ad or an ad for one of
your many other Wrigley products.
In the words of Edward Bond, "Violence shapes
and obsesses our society, and if we do not stop
being violent we have no future."
Sincerely,
Gordon Clay
Their Final
Response - Their research showed that this Orbit
Advert was "enjoyed by all those who saw them "
Dear Mr. Clay
Thank you for your email, sent via our Chicago
Head Office, on the subject of the U.K.
advertisement for Orbit with xylitol. I was very
sorry to hear that this advert caused you some
distress, it certainly was not our intention to
offend our consumers, rather to communicate the
cavity protection benefits of Orbit in an impactful
and engaging way.
As with all of our advertising, the opinions of
our consumers are very important which is why we
conducted extensive research prior to placing these
posters. The results of this research proved the
advert was extremely well received and enjoyed by
all those who saw them.
We hope that we have reassured you or our
intentions and thank you for taking the time to
write to us with your comments.
Yours sincerely,
Beverley Brown
Office & Consumer Services Manager
The Wrigley Company Limited
Estover, Plymouth, Devon, PL6 7PR
Beverley.Brown@wrigley.co.uk
* * *
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