Lion & Lion Indonesia wins regional digital and social duties for Mars Wrigley Doublemint

Lion & Lion has been appointed as the regional digital and social partner for Mars Wrigley Doublemint. The new partnership, driven by Lion & Lion Indonesia, covers several key markets for the brand in Southeast Asia, namely Malaysia, Thailand and the Philippines. In line with the brand’s strategy for the region, Lion & Lion is responsible for the development and execution of a new activation for Doublemint that will serve to heighten brand awareness and conversion amidst the impact of COVID-19.

Turning everyday moments into meaningful connections with The Freshest Flick. With the physical lifestyle changes and enforced social restrictions caused by COVID-19, Lion & Lion saw an opportunity to spread Doublemint’s brand of freshness on digital and social by gamifying the act of sharing gum and mints with friends.

“We wanted to convey that the simple gesture of sharing Doublemint brings freshness to the people around you. So, to expand our presence and resonate with our post-pandemic gen-z audience on a deeper level, we created a digital brand experience hinging on moments of togetherness with a Play to Earn format. The more Doublemint gum players share with their friends in The Freshest Flick, the fresher rewards they earn together, thus creating a purposeful social connection across a virtual space,” says Michael Panjaito, Creative Group Head, Lion & Lion Indonesia.

“As a creatively-driven, digital first micro-network with our footprints across Southeast Asia, we were able to effectively launch the gamification experience with entertaining localised content for Doublemint across Malaysia, Philippines and Thailand. We thank the client for trusting our ideas and approach in creating a digital experience that makes the sharing of virtual mints possible,” says Cheelip Ong, Regional Chief Creative Officer, Lion & Lion.

Samuel Fung, Brand Manager, Asia, Mars Wrigley, said: “Doublemint is one of the world’s best-selling chewing gums, enjoyed by generations of consumers. The classic brand, best known for its strong and intense refreshment proposition, offers a perfect solution to our consumers today, providing a conduit to better moments of social connection and of sharing the freshness experience with others. We are delighted to work with Lion & Lion as our digital and social partner as their fresh approach to driving relevance for our brand aligns perfectly with our objective of making everyday moments more meaningful. We’re also excited to see the campaign come to life and how consumers can have an immersive experience on The Freshest Flick website.”

Visit the The Freshest Flick website here.