The aim of the new campaign is to tell about self-confidence
Wrigley, one of the world’s largest chewing gum producers, and the Orbit brand announced the cooperation with Yulia Efimova, a three-time Olympic medalist.
“We were looking for an extraordinary person as the main character of our advertising campaign. The example of perseverance and willpower, Yulia Efimova conveys our message right to the point: life is full of opportunities, but sometimes we mistrust our own abilities. Fresh breath enhances the self-confidence. Orbit helps to feel comfortable and take your chance whenever it comes your way,” says Anastasia Gorodnicheva, marketing manager of chewing gum category at Wrigley Russia.
Yulia Efimova won major international competitions several times. Her trophies include four gold medals from world swimming championships and multiple prizes from European competitions. She was under the spotlight of millions of viewers at the Rio de Janeiro Summer Olympics in 2016, where she won two silver medals. Despite the decision to allow Yulia to participate at the Olympics being made in the last minute, she performed very well and proved to everyone that self-confidence can work wonders and open any doors.
Yulia showed the whole world that self-confidence helps to do your best and achieve the most cherished dream. Thanks to Orbit, now everyone living in Russia has such a chance. Starting in Russia on April 23, a nation-wide promotional campaign gives everybody an opportunity to win 100,000 rubles to fulfil their dreams. All you need to do is to buy a pack of Orbit, register the receipt on the website and get your guaranteed prize and an opportunity to win 100,000 rubles every day. The campaign will run up until June 17.
Our team faced a difficult situation before the Olympics in Rio de Janeiro. With unbending spirit and indomitable will, Yulia Efimova won a remarkable victory in this fight,” said Alexey Vlasenko, initiator of the proposal to set up a Russian Aquatics Association; President of the Russian Synchronised Swimming Federation, Russian Diving Federation and Russian Water Polo Federation; member of the Supreme Supervisory Board of the Russian Swimming Federation and member of the FINA’s Technical Diving Committee.
Cooperation of Yulia Efimova with the Orbit brand marks the launch of a new global campaign “Time to Shine,” an evolution of the brand’s creative strategy.
The desire to give up is strongest just before you win. In such moments, it’s important to overcome your weakness and trust in yourself – only in this case you will succeed. The new Orbit campaign inspires me to go forward with a smile and reach my goals no matter what, - says Yulia Efimova, three-time winner of the Olympic Games, four-time world champion, three-time European champion and merited sports master of Russia in swimming.
*Yulia Efimova won two silver medals at the 2016 Olympic Games in Rio de Janeiro and a bronze medal at the 2012 Olympics in London; she is four-time world champion, three-time European champion and merited sports master of Russia in swimming