Doublemint Paanmint

Doublemint was re-launched in India in 2016 and have established itself in the market with two mint and one fruit flavours.  To increase further penetration there was a need to introduce a local flavour that contributes 10% of the Mints category volumes.

Paan is famous throughout India, used as a mouth fresher and digestive aid, especially after a spicy and heavy dinner.

The Doublemint brand platform is ‘meaningful connections’ which explores true emotional bonding built on real and open interactions. Paan is also seen as a traditional icebreaker with its shareability and togetherness consumption cues. Strategically we decided to leverage this legacy around paan and go broad with the range of different types of relationships with ‘meaningful connections.
Hence, Doublemint introduced a local Paan flavour called Paanmint. It not only ticked the box from a local variant POV, but no other brand in the category had the same flavour. 

Now, the key was to identify cues and moments from the mint category that are relevant to the Doublemint platform of ‘meaningful connections’ and laddering it up to an occasion for a Paan in those moments.

This gave birth to our campaign idea Pehle Paan. Phir…………………………

The campaign kick-started with three digital films covering an entire spectrum of relatable moments like; Fresher’s Day at college, first day at work and a wedding. Celebrating the Paanmint appeal of ‘Pehle Paan, Phir…….’ influencers like Kaneez Surka, Prince Narula, Tony Kakkar, Malaika Arora took to social media to talk about their fresh start with their celebrity connections apart from 250+ Instagram influencer stories. Seeing the love for Paanmint grow on digital, we activated a sampling program in partnership with Swiggy and distributed 75000 samples of Paanmint across Gurgaon with 86% of the respondents ‘liked or extremely liked’ the product.

Impact:

The campaign contributed to 44% of the overall brand growth.
With our optimised targeting parameters and regional edits, we achieved 100% of our estimated numbers of 33mn impressions.
On YouTube, we overachieved our target and ended up delivering 60% VTR over the planned 40% on our 15-seconder TrueView ad and 92% against 90% on the 6-seconder bumper ad.
We retained the customer retention by activating a social media contest giving us a reach of more than 4 mn and a reach of 12mn through the influencer activity.
Our earned PR reach was 5.4mn across all experiences.