Doublemint: #StartSomethingFresh

Sudipto Chatterjee, Rajiv Darshi, Sajal Gupta, Sankalp Singh et al.

Gum brand Doublemint achieved relevance among young Indian consumers by engaging them in the creation of a crowd-sourced picture-book.

Campaign details

Brand: DoublemintBrand owner: Wrigley India Pvt LtdLead agency: MediaCom Communications Pvt Ltd Country: IndiaIndustries: ConfectioneryMedia channels: Content marketing, Online video, Public relations, Social mediaBudget: Up to 500k

Executive Summary

Doublemint is a famous brand across the globe. It is not as relevant in India though, where the gum market is dominated by Perfetti's Center Fresh.

Wrigley was launching Doublemint gums and mints as its core products in the market, but gums and confectionery is a tough market in India – the category sells at a barely break-even...

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