Doublemint
A cultural phenomenon
As a global brand with an established platform and successful execution in the US, the challenge for Doublemint was to drive economies of scale by leveraging an existing sentiment to relaunch into China and launch into India, two very different and critical growth markets.
By meaningfully decoding the cultural context of each market, Doublemint found a unique way to tell a familiar story to become a cultural phenomenon in two markets.
Results
China:
- Most effective advertising in history of brand achieving 3 star rating
- 645M view of the brand films
- 158M social shares of the brand & activation films
- Reversed decline from -6.7% to +0.6% during the campaign period
India:
- 25M view in 3 months
- Acquired 10% in market share within 3 months
- Achieved 40% increased distribution