Following slow sales of Wm. Wrigley Jr.'s Orbit White gum after its January 2002 introduction, the company revamped its teeth-whitening product by replacing the gray box with brighter colors and reducing the price from $1.49 to 89 cents. Orbit product sales nationwide topped some competitors and secured the third-best-selling gum in the U.S., bringing in more than $90 million in one year.

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