After 30 years of success, Doublemint was struggling to build a connection with consumers in China. Doublemint was neither noticed, nor remember and consequently not bought by the Chinese consumers, slowly losing a meaningful connection with its target audience.

We discovered that in impulse categories like confectionary, the key to success was being remembered in the two to three seconds at the moment of purchase. And what people remember at this moment are emotional brand stories, not propositions.

Within the category, Doublemint has always known to provide the functional benefit of freshening mint effect, but to get noticed and remembered, we needed to connect with our audience on a more emotional level.

To create a lasting effect on consumers, our campaign lasted for 7 months. Starting with an online video that was also used on TV to maximize reach, the online video also featured cut downs that we aired during key seasonal periods such as Valentine’s Day & Chinese New Year.

Once we were generating noise around the films, we followed by launching engagement initiatives in April and May: the Virtual Wrapper Gallery and the life-size wrapper galleries.

The life-size galleries were launched through event roadshows in tier one cities: Beijing, Shanghai and Guangzhou, while the Virtual Wrapper Gallery was launched as a 3D mobile experiences, allowing the whole nation to play. We promoted the Virtual Wrapper Gallery throughout key seasons like Father’s Day and Graduation, to get people engaged longer.