Wrigley’s Extra gum, known variously as Orbit, Yida and Freedent in international markets, has unveiled a global redesign by design consultancy Elmwood. The new brand identity revolves around the idea ...

repositioning gum as an instant stress reliever rather than an occasional breath freshener. In January, the company launched a global ad campaign promoting its top-selling Orbit, Extra, Freedent ...

In addition to Mars Inc. hoping to re-market gum as a stress reliever rather than simply a breath refresher, it is also pitching Orbit, Extra and Freedent as supporting mental health, The ...