Doublemint Chewy Mints

Doubelmint is a millennial brand. Their creative strategy has always had the youth at heart. Keeping in mind that the youth today wants to do so much more, Doublemint decided to launch a new product in India and a new format.
Chewy Mints – with a crispy thin shell and chewiness that delivers an instantaneous hot of cooling, which lasts for a longer time. The more you chew, the fresher you get. And, the burst of freshness with every chew of Chewy Mints is a trigger that brings alive a different side of you every time. 

A brand extension of the Doublemint, the objective was to get this product proposition as a part of the Doublemint memory structure: part of the relationship of a couple. The campaign kick-started with two tongue ‘n’ cheek visually disruptive digital films launched on YouTube, Facebook and Instagram.

In addition to the films, 6 second bumper ads, POSM, Out Of Home, Digital Activations and an Influencer Outreach Activity gave the campaign a strong 360 degree presence. DIY kits were distributed to top Bollywood celebs like Malliaka Arora and Neha Dhupia along with 50 other influencers.

Riding the technology wave, Chewy mints introduced the Magic Mirror. Using Face Recognition, a digital kiosk was installed at malls in top 4 metro cities (Hyderabad, Bangalore, Mumbai, and Delhi). In order to get an experience, one needs to chew in front of the kiosk and with every chew, the dress of the person changes. This activity was captured and was promoted on different social media platforms. 

Impact:

The two films garnered 4.6M & 5.4M views and the completion rate was 54% & 55% (Plummeting industry standards is 30 %, but Chewy Mints ads achieved 54%+ completion rates.)
6 seconder skippable ads captured 4.7M eyeballs with a VTR of 4.7 %
Magic Mirror – the VR activity led to over 2K consumer engagement with around 50K lentils sampled.
Influencer Outreach Activity led to a reach of 17 mn.

The campaign won a Shortlist for ‘Best use of VR’ at Mumbrella Awards 2019.