Doublemint Gum: Say lucky to you

Gum brand, Doublemint, connected with a youth audience in China by giving them a digital solution to awkward social interactions at Chinese New Year (CNY).

Campaign details

Brand: Doublemint GumBrand owner: MarsEntrant company: MediaCom ShanghaiIdea creation: MediaCom, ShanghaiMarket: China (Mainland)Sector: ConfectioneryMedia channels: Mobile & apps, Online video, Packaging & design, Social mediaBudget: 1 - 3 million

Executive summary

Digital red packet has become a new Chinese New Year tradition in China, connecting people in a digital way. Doublemint ride on the new tradition and added a little more refreshing experience with QQ by launching the "voice red packet", which can carry the voice message together with the lucky money to...

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