The new 'Monkey Bars' creative, which shows a child suspended from monkey bars by holding onto them with his mouth, is breaking this month in women's magazines, comics and lifestyle magazines after a simple execution reproducing the message 'Teeth need gums' in different colours ran in dental publications earlier this year. The ad, developed by BBDO Guerrero Ortega, builds on the parent brand's 'Clean mouth, strong teeth' proposition, aiming to stand out from local brands by promoting healthy teeth.
Wrigley account manager Natalie Ang said the ad needed to communicate this message in a way that would capture the interest of mothers and give them something they could relate to.
"It was also necessary to inject some wit into the material, so as to avoid sounding or looking too much like a purely oral care advertisement," she said. "At the end of the day, the product necessitates a fun side to it. Furthermore, the ad must appeal to children, since they are the secondary market."
Orbit's claims of oral care benefits have been greeted with scepticism and it is running a PR push to change public attitudes in the Philippines.