Doublemint is a famous brand across the globe. Not so, in India, where the gum market is dominated by Perfetti’s Center Fresh. Wrigley was launching Doublemint gums and mints as its play in the market. Gums and confectionary is a tough market in India – the category sells at a barely break-even entry price of INR 1/- and is heavily reliant on distribution among the tiny corner shops or ‘paan shops’. The Perfetti portfolio and distribution muscle made it difficult for Doublemint to get visible shelf space on these tiny counter spaces (1 metre square at times!). Indian consumers also didn’t care much about which gum or mint they were chewing and rarely asked for a brand, being content with whatever the paan-wala (retailer) handed over in lieu of change against the cigarettes bought from him.
Our brief, in this context, was to establish consumer pull for Doublemint, especially among the metro city youth, who would be willing to pay for and demand a global brand.
Regular campaigns wouldn’t cut ice with this youth, whose attention span was less than 8 seconds. We had to reach the youth and resonate with them such that they feel connected with Doublemint and created pull for the brand at store.
We used Doublemint’s global campaign #StartSomethingFresh and gave it a local flavour through an engaging digital content idea which led to India’s first crowd sourced romance picture-book co-created with India’s most popular romance writer, Durjoy Datta.