The "Clean It Up" campaign by Orbit leverages a stop-motion animation to reinforce the brand’s core proposition of cleanliness, aligning Orbit gum with the concept of freshness and purity. By depicting a paper ball that systematically cleans a dirty urban environment as it rolls, the campaign translates the abstract idea of “clean” into a tangible and memorable narrative. This visual metaphor extends beyond personal hygiene, subtly advocating for environmental cleanliness, which aligns with contemporary consumer values around social responsibility and sustainability.
From a market strategy perspective, the campaign targets a broad audience that values both personal care and environmental awareness, particularly younger, socially conscious consumers who respond well to creative storytelling and artistic expression. The collaboration with Goons, a street artist, and the use of stop-motion animation add an authentic, handcrafted feel that differentiates the ad from typical confectionery marketing. This approach taps into urban culture and artistic credibility, enhancing brand relevance in a crowded snacks market. The choice to pair inventive visuals with a catchy track by Camera Obscura strengthens engagement, making the message both entertaining and memorable. Overall, the campaign's creative execution serves to elevate Orbit's brand identity from a functional chewing gum to a symbol of cleanliness with a positive social impact.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This Orbit campaign leverages stop-motion animation featuring a ball of paper rolling down a filthy street, cleaning everything in its path, and finally transforming a dilapidated house—serving as a symbolic, exaggerated metaphor for the core product benefit: oral cleanliness. The narrative never literally shows gum or its use, nor does it demonstrate function directly or revolve around a conventional story with human protagonists. Instead, the entire film operates as an artistic visual analogy, personifying Orbit’s cleaning power through imaginative, stylized animation, perfectly aligning with Symbolize the Benefit.
1. Trident – Market Positioning
Trident positions itself as a sugar-free gum brand that promotes dental health and freshness. Emphasizing its cavity-fighting benefits and long-lasting flavor, Trident targets health-conscious consumers who seek both taste and oral care, leveraging endorsements from dental associations.
2. Wrigley’s Extra – Market Positioning
Extra focuses on delivering extended flavor and freshness, often highlighting its advanced flavor technology. The brand appeals to consumers looking for a gum that keeps breath fresh for hours, positioning itself as a premium, long-lasting chewing gum in the mainstream market.
3. 5 Gum – Market Positioning
5 Gum is positioned as a modern, edgy brand targeting younger, trend-savvy consumers. It emphasizes sensory and experiential elements with bold flavors and dynamic packaging, framing gum chewing as an intense, immersive experience linked to excitement and individuality.
4. Dentyne – Market Positioning
Dentyne markets itself primarily on the promise of intense breath-freshening power and oral hygiene benefits. It aims at consumers seeking a gum that eradicates bad breath quickly, often reinforcing the brand’s association with confidence and social readiness.
5. Stride – Market Positioning
Stride differentiates itself through its “long-lasting flavor” promise and bold, fun branding aimed at a youthful demographic. It positions gum chewing as an expression of personality and energy, often using humor and vibrant campaigns to connect with active, adventurous consumers.
Q: What is Clean It Up about?
A: Clean It Up is a 2009 campaign created for Orbit by Evolution Bureau, targeting the United States confectionery and snacks market. The campaign centers around a stop-motion animation film featuring over 500 original drawings by Chicago street artist Goons, directed by Ace Norton. The narrative follows a ball of paper as it rolls through a dirty street, overcoming obstacles and cleaning its environment before revitalizing a dilapidated house. Set to the track Keep It Clean by Camera Obscura, the film encapsulates Orbit’s brand essence of cleanliness and freshness, using artistic storytelling to engage viewers and reinforce the brand’s identity.
Q: What creative device does Clean It Up use?
A: Clean It Up employs the Symbolize the Benefit format, classified as FORMAT#9 in Clapboard’s 12-format taxonomy. The campaign uses stop-motion animation to create a visual metaphor: a ball of paper rolls through a filthy urban landscape, cleaning everything in its path and transforming a rundown house. This exaggerated, symbolic representation stands in for the product’s core benefit—oral cleanliness—without ever showing gum or its use directly. By personifying Orbit’s cleaning power through imaginative visuals, the campaign delivers its message in a memorable and visually distinctive way.
Q: What is the campaign proposition for Clean It Up?
A: The campaign proposition for Clean It Up is to reinforce Orbit’s core positioning around cleanliness, aligning the gum with notions of freshness and purity. By depicting a paper ball systematically cleaning a dirty environment, the campaign translates the abstract idea of being “clean” into a tangible, memorable narrative. This approach appeals to a broad audience, especially younger, socially conscious consumers who value both personal care and environmental responsibility. The collaboration with street artist Goons and the handcrafted animation style lend authenticity and urban relevance, differentiating Orbit in a crowded market and elevating the brand from a functional product to a symbol of positive change.
Q: How does Clean It Up rank in Clapboard's archive?
A: Clean It Up holds a Clapboard Campaign Score of 78/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Orbit's category?
A: In the confectionery and snacks category, Orbit faces competition from brands such as Trident, which emphasizes sugar-free, cavity-fighting benefits for health-conscious consumers; Wrigley’s Extra, known for its extended flavor and freshness through advanced technology; 5 Gum, which targets younger audiences with bold flavors and experiential branding; Dentyne, positioned around intense breath-freshening and social confidence; and Stride, which appeals to youthful, energetic consumers with a focus on long-lasting flavor and playful branding. Each competitor carves out a distinct space in the gum market, shaping the broader context for Orbit’s brand strategy.
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