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Wrigley's White Orbit Asks Consumers to Join a Cult

Passionate evangelists and fans have already been compared to cults, so it was only a matter of time before a brand overtly created its own. Wrigley's White Orbit gum has launched a microsite that invites visitors to join the fictional "Friends of Bright" cult that centers around better smiles. The gummaker is clearly hoping the site goes viral and that "enlightened" visitors will invite friends to experience and interact with the brand.

As long as the Friends of Bright don't offer a flower and ask for a donation at the airport, mark this cult as a form of harmless experiential marketing fun.

More info:
http://www.friendsofbright.com

Posted by WOMMA Editor on April 24, 2006 10:21 AM

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