Wrigley this week unveiled a new TV ad for Orbit Ice White as it pulled a controversial treatment for its X-cite chewing gum brand.
The new £3.7m Orbit ad, featuring the slogan Helps knock teeth stains into Orbit', gets its first airing on Monday (March 24) and will run throughout the year as part of a £9m spend behind the brand. Characters are seen being forced to wear sunglasses to mask the glare from each other's teeth.
It should prove less controversial than the X-cite dog breath' ad which had prompted almost 700 complaints to the ITC ­ a record ­ by last weekend, after being on air for less than two weeks. The ITC intends to rule on the ad, which shows a dog crawling out of a man's mouth, despite Wrigley's withdrawal.