Wednesday, October 13, 2010
Orbit Gum Packaging and Goons
Orbit Gum by Wrigley has always taken the humorous approach to their ads, claiming to clean up dirty mouths (in a figurative sense), led by a blonde and bubbly British woman. I'm sure you've all see the ads, and if not, here's a link to one of the first commercials by them.
Just recently I've noticed that the packaging to the gum has changed. Now it is no longer a couple flat colors with a simple graphic indicating the flavor. Now one can find visually appealing shapes and patterns on the packages of gum that subtly reflect the flavor by using the corresponding color. Because of this, Orbit gum has become somewhat of a fashion statement. Advertising strategy aside, however, I chose this topic because I thought, hey, here's an example of illustration. However, I wasn't sure that if the rest of the class would see it that way because of the more graphic nature of the designs. Upon my Google search for an answer, I came across a video advertising Orbit that not only screams illustration, but was done by an artist whose work we can find scattered around the streets of Chicago.
We know this artist by the name of "Goons" and his big toothed, red lipped characters are totally unique from any other street art (examples here). The same mouth is used for all of Goons's characters and is probably why Orbit reached out to him to make this video, which is reminiscent of a video another student posted, where the street art comes to life. In this video, Goon's infamous red mouths are traveling all over the streets and neighborhood, cleaning up anything in its tracks. It feels as though Wrigley is reaching out to a younger, more hip audience with their Orbit brand by assigning a mysterious street artist to their advertising and creating better and brighter packaging.