After being a part of Chinese people’s lives for 30 years, Doublemint is no longer the top-of-mind choice for consumers. With years of sales decline in China, Doublemint need to act quickly and figure out a way to put the brand back on consumers’ radar again. Yet with the skyrocketing cost of national media buy, Doublemint will need to get innovative in terms how it can reach the maximum number of people with limited budget. Fortunately, with its 30 years of history, one of Doublemint’s biggest assets is its wide distribution reach and high penetration. So we turned the Doublemint product packaging into a media space to communicate Doublemint’s brand roll. The campaign was mainly supported on digital platform with some TVC efforts. It was quickly picked up and supported by our audience, earning millions in unpaid impressions and successfully stopped a years long decline in sales.