A new TV campaign kicks off next week to push the plaque-fighting benefits of The Wrigley Company's Orbit Complete range.

The ads, which will air until the end of July, carry the strapline Fighting Plaque. They feature scenes of people unsuccessfully battling plaque before demonstrating that chewing Orbit Complete helps protect teeth. The British Dental Health Foundation's approval of the range is also highlighted.

In April Wrigley added two sugar-free fruit flavours to the brand following its relaunch in January last year. The brand is worth £23.5m, according to Nielsen [52w/e 12 April 2008].