Consumers Can Shine in Their Own Orbit
Wrigley’s Orbit gum brand is calling upon fans to make their mark on the next series of gum pack designs through the Orbit Spotlight Series Facebook application.
Encouraging fan creativity, the app pulls numerical data from a user’s profile and generates a custom gum pack design unique to each individual. The end result is an artistic representation of this info, essentially making each person’s Facebook life a work of art. Consumers can then solicit votes for their personalized package designs in the design gallery (left), with the winning designs potentially showing up on store shelves in 2012.
Designs can be submitted for four Orbit fruit flavors: Strawberry Remix, Tropical Remix, Wildberry Remix and Melon Remix. Each month, as many as five winning packs per flavor will be picked to become Orbit packs. Winning packs will be printed and sold in stores this year. Winners will be informed by e-mail.
The Facebook application is an element in Chicago-based Wrigley’s multiyear effort to support Orbit’s fruit-flavored Remix line of gum. This past spring, college students took part in the Orbit Spotlight Series Design Contest by submitting original pack designs for the brand’s latest gum flavor, Melon Remix. The contest resulted in the Orbit’s first-ever crowd-sourced pack designs. The brand is rolling out eight package designs submitted by the student winners at various retailers nationwide, including Walmart.
Orbit collaborated with San Francisco-based ad agency Evolution Bureau to create and design the app and to build the generative art engine that produces each entrant’s unique pack.