Whats sex got to do with... Gum?

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Orbits takes the approach for selling their gum with sex appeal. Like most commercials they try to make it funny, but at the same time use sex as another draw. For Orbits they use the same blonde girl for every commercial and like in this video, they are spraying another attractive women with water which to some could be another sort of sex appeal. Why does the sell more gum, shouldn't the taste of the gum and how long the flavor last be the selling point of the product rather than an attractive blonde? So I ask again what does sex have to do with gum?

http://www.youtube.com/watch?v=KyiV12WdJew

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