Doublemint: #KasiChance

Gum category leader Doublemint targeted the Malaysian youth with a campaign that encouraged them to give people with potential a chance to shine.

Agency: BBDO Malaysia

Brief

The brief was deceivingly simple: turn the declining chewing gum category around to save both our brand and the entire category. But we had a big problem.

Remember Sir Alex Ferguson anxiously chewing gum whenever Manchester United played or John Lennon chewing gum throughout the Let It Be music video? That was the past. Chewing gum was becoming more and more irrelevant – especially to millennials in Malaysia. They just weren't reaching for gum like before.

At the same time, Malaysia's economy was dismal. In Q1 2017, our currency recorded the highest exchange rate with...

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Insights Team
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