"Coffee On The Go, Clean Teeth On The Go" Direct-Marketing Campaign
Tag 8 collaborated with DDB to create a unique direct-marketing campaign for Seattle Coffee Co. and Wrigley's Orbit's "Coffee On The Go, Clean Teeth On The Go". Wrigley's has long been the pioneer of direct-marketing campaigns. In 1915, Wrigley's organized the first-ever nationwide direct-marketing campaign, shipping sticks of gum to every address listed in U.S. phone books. Since then, they have remained on the cutting edge of global expansion and innovation, seeking ongoing ambient marketing opportunities, such as a strategic Gum Gun blowing cool air on a ski slope, to tongue-in-cheek tray liner advertising.
With its current direct-marketing campaign, Wrigley's bridges the gap between clean teeth and coffee lovers. Working along with Seattle Coffee Co. and South African design studio, Tag 8, they conceptualized, tested and delivered a unique coffee sleeve promoting Orbit – Wrigley's reinvented and hip chewing gum.
"We designed a customized coffee cup sleeve and cup tag solution for delivering a sample pack of gum to every customer when purchasing a cup of coffee from Seattle in order to share the clean teeth feeling with every customer purchasing a coffee during winter.”
The coffee sleeves were illustrated by a full-service integrated advertising and communications agency, DDB. Using Orbit's branding, a man is running towards the Orbit gum sample while holding a cup of coffee in the other hand. The promotional bite "Coffee On The Go, Clean Teeth On The Go" is sprayed along his arms making it easy to direct your eye to the Obit gum sample. It is a very clever and innovative way of making a cross-promotional direct-marketing campaign.