Campaign details
Brand: WrigleyBrand owner: MarsLead agency: BBDO India Country: IndiaIndustries: ConfectioneryMedia channels: Online video, Outdoor, out-of-home, Social media, Television,Budget: 5 - 10 million
Executive summary
This case explains how Doublemint was successfully relaunched in India.
- Doublemint was a brand with a negligible presence in India. Mars decided to relaunch it in a big way with a new pack at a new price point of INR 10 (US$ 0.15)
- We discovered that in impulse categories, like confectionery, the key to success was being remembered in the two to three...