Wrigley’s Orbit sugarfree gum is challenging its competitor Trident in a taste test on the streets of Minneapolis.
Orbit field reps — wearing researcher’s lab coats — are distributing free “Chews Wisely” challenge kits to residents at a number of locations including the H.H. Metrodome and the University of Minnesota. The kits include a stick of Orbit and instruct takers to chew a piece of Trident, rate the experience, cleanse their palates and then chew Orbit.
Their preferences can be entered at www.orbitgum.com until May 31 for a chance to win a $100 to $500 gift certificate from Bed, Bath and Beyond. Winners will be chosen June 16. Orbit comes in three flavors: peppermint, spearmint and wintermint.
Orbit launched in the U.S. a little over one year ago and has contributed more than $62 million to the sugarfree gum category. Since Orbit’s debut, Wrigley has gained nine share points in the category, the company said.
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