Orbit Gum Portfolio — Céline Theodore

| Orbit Gum | Print |

ROLE: graphic designer lead, brand strategist, copywriter, team member, project organization and management

TARGET: Case study: develop an engaging campaign for Orbit Gum that appeals to men and women ages 18-24 that is extensive across all platforms

This ad campaign, a classroom team effort, was created for Orbit. The target market for the campaign is adults ages 18-24, who utilize social media. They enjoy chewing sugar-free gum, and have yet to develop gum brand loyalty. The concept for the campaign is, "Taste that fits your Flavor." This idea centers around creating personalities for each flavor and offering customization to the target audience so that they can be fully engaged in the brand.

We chose to use bright, vivid colors derived from the packaging for the background of these print ads in order to grab the attention of consumers. The graphics in the ad are meant to reflect the personality of each flavor and get a few laughs from the consumers because of the loud personalities. The copy is simple and clever, playing on the dual meaning of the word 'flavor.' Every personality has flavor and there is a flavor of Orbit for each personality.

Peppermint Spray Car.png — | Orbit Gum | Outdoor Interactive |

**ROLE:** *graphic designer lead, brand strategist, copywriter, team member, project organization and management*
**TARGET:** *Case study: develop an engaging campaign for Orbit Gum that appeals to men and women ages 18-24 that is extensive across all platforms*
Outdoor interactive media was an instrumental tool in the campaign to create buzz and generate interest with the target market.
The first two images are specially wrapped vehicles that will patrol the arrival gates of flights from airports. The loud visual nature of the vehicles will be noticeable to all pedestrians and is intended to remind them of airport advertisements and kiosks that were also implemented. The cars will also act as a free taxi service from airports to nearby hotels and other destinations in the area, further advertising Orbit on highways and streets.
The third image displays the airport kiosks. Our decision to place kiosks in airports is supported by our research, which pointed out that our target market often chews gum on the airplane. Putting Orbit kiosks in airports would put the brand in the minds of consumers in an environment where they are likely to buy gum. The kiosks also provide an activity for travelers to occupy their time before a flight, while also informing them about their destination.
The last images are subway ads, bus wraps and billboard ads. All of these outdoor executions depict the personalities of the print ads and all of the them are displayed together, and not individually. This connotes all of the flavor options available and gives a nod to the customization that is available per pack on the Orbit website.

orbit app.png — | Orbit Gum | Social Media |

**ROLE:** *graphic designer lead, brand strategist, copywriter, team member, project organization and management*
**TARGET:** *Case study: develop an engaging campaign for Orbit Gum that appeals to men and women ages 18-24 that is extensive across all platforms*
Social media was essential in a campaign with a target consisting of young adults. We created an app that allows users to take a quiz and find out which ‘taste bud’ corresponds to their personality. The results include the type of personality your ‘taste bud’ has, what city your ‘taste bud’ would go to, and what attractions and local sites they would check out. The app also shows what Pandora stations each ‘taste bud’ listens to, and allows users to connect to each ‘taste buds’ Pandora station.
A Facebook page for each of the 'taste buds' was created. In order to combine interactive and social media, we also will create a competition between the characters. Whichever character gets the most 'likes' on Facebook will have a television spot dedicated to his or her flavor. As further incentive for consumers to participate, one of the Facebook users who 'like' the winning character will be offered the chance to star in the TV spot. This will generate buzz, and provide an attractive reward at little or no extra cost to the client. We also created a Twitter page on which the 'taste buds' will tweet about the Facebook contest.

Microsite home.png — | Orbit Gum | Microsite |

**ROLE:** *graphic designer lead, brand strategist, copywriter, team member, project organization and management*
**TARGET:** *Case study: develop an engaging campaign for Orbit Gum that appeals to men and women ages 18-24 that is extensive across all platforms*
We created this microsite for Orbit. Here the consumer can customize their gum packs with all their flavorites. The site also offers games and personality profiles for each ‘taste bud.’

| Orbit Gum | TV |

ROLE: illustrator, graphic designer lead, brand strategist, copywriter, team member, project organization and management

TARGET: Case study: develop an engaging campaign for Orbit Gum that appeals to men and women ages 18-24 that is extensive across all platforms

Our television spot is designed to show the variety and quality of flavors offered by Orbit. It also shows the customization that is available on the Orbit website. It allows customers to select which flavors they want in a pack of gum. It is meant to be humorous, and to overdramatize the target's quest for better tasting gum. The humorous innuendoes will resonate well with the target market of men and women from ages 18-24 years old.