The Orbit chewing gum brand, also known as Extra, Freedent or Yida in various markets, wants new generations to stop overthinking. And to do so, it has chosen to combine nostalgia and internet culture in its new global campaign with which it presents the habit of chewing gum as a ritual to calm the feeling of stress and anxiety.
He does so by reinterpreting Bonnie Tyler’s eighties hit “Total Eclipse of the Heart”, which he converts, with the help of the creative agency BBDO Chicago, into “Total Overthink of The Head”. The new song acts as a soundtrack in an advertisement, produced by O Positive, which presents several young people narrating situations that cause them anxiety, such as messages to their crush being ignored or that no one ‘likes’ their publications.
In a display of absurd humor, some of the most prominent memes in the history of the internet – such as Galaxy Brain, Mullet Sheep and Chill Dog – join their ballad and invite them to chew gum to forget about their problems. Thus, Orbit highlights some advantages of its product and positions itself as a close and identifiable brand for a generation prone to overthinking as a result of the demands of daily life and online experiences.
“Based on the universal human concept that we are all prone to overthinking everyday moments, our new film embraces the comfort of ’80s nostalgia and the humor of social memes“, commented Ellyse O’Connor, Senior Brand & Content Lead at Mars Snacking, via LinkedIn. “Set to the iconic ‘Total Eclipse of the Heart’, we bring those relatable overthinking spirals to life to connect with a younger generation of chewers, reminding them to overthink less, and chew well.”.
“Total Overthink of The Head” marks a new chapter in the Mars Snacking “Chew Good” brand platform. This is a long-term strategy designed by the company to attract new audiences and include chewing gum as an allied product to disconnect and enjoy.
“We believe growth comes from building brands that earn their place in culture by presenting themselves in distinctive and connected ways.“; commented Rankin Carroll, Brand Director at Mars Snacking, according to Little Black Book. “We are creating an integrated system of ideas designed to transcend cultures, channels and moments, and invite co-creation. It is an insights-based approach that helps us stay relevant at scale and generate long-term value among a new generation”.
In this sense, the brand has activations on social networks, digital platforms or outdoor advertising that expand the message, and I know that they will be carried out together with a universe of agencies made up of Omnicom, Publicis, Weber Shandwick or adam&eveTBWA.
Activations include a series of graphs showing a rating system based on gum. Thus, the pieces “measure” various situations with chewing gum, such as uncomfortable conversations or adolescent dilemmas with which the public identifies.
The brand will also promote a game on TikTok, in which users will be able to interact with goats, references to ruminating, “feeding” them with leaves. With this, Orbit seeks to reflect how everyday worries can be transformed into fun content and teach users to forget about everything by chewing.
