Mars Wrigley Doublemint names Lion & Lion regional digital and social partner

Mars Wrigley Doublemint has appointed Lion & Lion Indonesia to handle regional digital and social duties covering Malaysia, Thailand and the Philippines. 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.

Samuel Fung, brand manager, Asia, Mars Wrigley, said Lion & Lion's fresh approach to driving relevance for the brand aligns perfectly with its objective of making everyday moments more meaningful. "We are also excited to see the campaign come to life and how consumers can have an immersive experience on The Freshest Flick website," he added. MARKETING-INTERACTIVE has reached out to Lion & Lion for additional information.

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.

Michael Panjaito, creative group head, Lion & Lion Indonesia, said the team wanted to convey that the simple gesture of sharing Doublemint brings freshness to the people around you. Hence, to expand the brand's presence and resonate with the post-pandemic Gen Z audience on a deeper level, the team 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, Panjaito explained.

Meanwhile, Lion & Lion's regional chief creative officer, Cheelip Ong, said: "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." He also thanked the client for trusting the agency's ideas and approach in creating a digital experience that makes the sharing of virtual mints possible.

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