1. A breath of freshness

A breath of freshness

The launch campaign for Wrigley India’s Doublemint brings in some degree of newness to the category, which has so far relied on cheeky humour

By: | Published: November 8, 2016 6:00 AM

The Ad

Depicting the love story of a young couple — Adi and his new neighbour Naira, the ad film takes us through the various phases of their relationship with a rendition of the classic song Ek Ajnabi Haseena Se playing in the background. The ad film revolves around the many facets of their connections — first eye contact, first kiss, first date, etc and bonding over the ‘moments of freshness’ spent together with Doublemint acting as the enabler of this love. The TVC ends with a marriage proposal, orchestrated through the mint boxes given by Naira to Adi through their journey.

Our Take

What’s the common thread across all chewing gum/peppermint ads in India? Well, for starters, they are all
laced with cheeky humour. Thus, it is a refreshing treat to see Wrigley India take a different route for the launch campaign of its Doublemint packs as its flagship product in the mint segment. This also reiterates the brand’s positioning of starting something fresh.

In addition to showcasing a young love story that is sure to strike a chord with the youth, the ad film breaks stereotypes of the man making the first move, giving the female protagonist the lead in the relationship.

Yogesh Tewari, marketing director, Wrigley India, states, “From prevalent fun and humour in the confectionery category, we are taking a fresh approach to Doublemint’s proposition from regular confectionery to a more meaningful space.”

At present the mint segment is in a nascent stage in the country, hence, a strong campaign would be the best step forward in the category. Also, with its positioning of freshness and connections for Doublemint, the story captures the proposition in an apt manner. The TVC is part of a larger campaign called #StartSomethingFresh which began in October this year.

However, one must be made aware here that the TVC is an adaptation from a previous global ad by Wrigley, Sarah and Juan story by Wrigley’s Extra, which also narrated a coming of age love story.

What works best for the brand is that this adapted version was thankfully, not terribly ‘Indianised’. Although it is a bit bold and showcases some intimate moments between the lead characters, the brand does not shy away from presenting the youth of today as they are.

All in all, a good attempt by the brand to not only bring out a fresh product but instil freshness into the category as well.

But, if one compares the Doublemint ad film to the international one for Wrigley’s Extra, we would pick the latter for its subtle nuances in integrating the product. But this one too gets a thumbs up from our side!


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