Orbit's new bigger pack contained an obscene amount of clean; enough to clean up even the foulest mouth. To prove it we launched the career of fictional rapper Big Pak, whose mouth was so flippin dirty it took 35 pieces of orbit to clean him up.
Big Pak burst onto the scene with 35 pieces of clean in his pocket and a freshly inked deal with Orbit Studios. His label’s online home served as the hub of his career. Here you could watch Big Pak's cleaned up music videos, better yourself with some Stay Clean PSAs, learn some cleaned up vocabulary and shop Big Pak's personal clothing line.
To cement Big Pak's legitimacy we gave him his very own clothing line. His online store had everything you needed to be obscenely clean from head to toe.
For those that had trouble keeping it clean we plastered the internet with help in the form of RM banners. You could even put Big Pak in your pocket (with an app) to help clean up foul language on the go. Just enter a dirty word and the King of Clean himself served up a more polite alternative. Side note: having to brainstorm a complete list of “dirty” words can you take you some strange places.
Mickey Fickin’ right it did! Big Pak even won his very own Gold Effie. Results showed that the campaign was highly breakthrough, helped strengthen brand loyalty, and improved consumer perceptions of Orbit as a cool and innovative brand.