Orbit was already an established brand throughout the world when Wrigley decided that it wanted to introduce the gum to Canadians. Wrigley turned to Synecticsworld to help gauge consumer reception to Orbit and gain insight on how the gum should be launched for success in the Canadian market.


The Synecticsworld approach was two-fold. First, to develop six to eight consumer-based insights that could be taken forward into qualitative testing and further create tangible concepts; and, second, to unlock hidden ideas for bringing those insights to life.

To help Wrigley understand the impact that gum can have, the motivations behind it, and its benefits, Synecticsworld launched a unique deprivation study that asked consumers not to brush their teeth for three days straight, although they could chew gum. To enhance the study’s effectiveness, it was held though the work-week, ensuring that the participants had plenty of opportunity for social interaction.

The three days of abstinence were followed by two brushing-enabled days, which still allowed the participants to chew gum.

At the outset of the study, participants were asked to keep an electronic diary of their thoughts, observations and feelings by making voice recordings using a microphone-equipped iPod they were each given.

These participants were later brought into discussions where they talked about key themes, and were exposed to observers who could experience first-hand the passions and emotions of the study.

The discussion and diary data was then used to reveal hidden motivations and to create innovative concepts and ideas that would help guide the product launch.


The Synecticsworld-led study was an overwhelming success, enhancing the popularity of Orbit, which now holds the coveted position of being the first chewing gum to receive The American Dental Association’s Seal of Acceptance for its “Just Brushed Clean Feeling”.

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