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Mars Wrigley Confectionery introduces Doublemint Chewy Mints in India
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Saturday, 03 November, 2018, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Mars Wrigley Confectionery has launched Doublemint Chewy Mints in India, marking the introduction of a new eponymous product category in India. The new product brand, under the Doublemint master brand, aims to widen its presence in the freshness category, a segment it leads globally.
The unique offering has two layers – the first is a thin, crispy outer shell, while the second is a chewy, freshening core – which combine the freshness of mint, with the chewy fun experience of confections. The distinctive product will be available in peppermint and lemon mint flavours.
Doublemint is one of the largest gum brands in the world, and with the launch of Chewy Mints, India joins the rank of those countries which have three formats of the brand available, that is gums, mints and the distinctive Chewy Mints. The entry of Chewy Mints in India comes on the back of positive consumer feedback in markets such as China and Australia.
Introduced after extensive consumer research, the unique, oval lentil-shaped product is distinguished by its multiple layers and a soft chewy centre, which enhances the consumer experience. With its proposition of Every chew brings out a fresh, new you, the product ensures a flavour burst and long-lasting freshness with every chew.
Talking about the new product, Yogesh Tewari, marketing director, Mars Wrigley Confectionery, said, “The launch of Doublemint Chewy Mints is a significant milestone in our journey in India.”
“Ever since its launch in the Indian market, Doublemint has successfully built on its proposition of long lasting freshness and with the launch of Doublemint Chewy Mints, consumers will get the same promise of freshness through a differentiated product,” he added.
Tewari said, “We are confident that Chewy Mints is relevant to Indian consumers and are hopeful the product will be well received by them.”
Doublemint Chewy Mints will be available across two pack types – an 80-lentil 80.85g pot pack and a 34-lentil 33.6g tube pack.
The Every chew brings out a fresh, new you philosophy of Doublemint Chewy Mints will be brought alive by a digital campaign, conceptualised by BBDO. The digital campaign is rooted in Doublemint’s core promise of freshness.
By contrasting different avatars of the characters with every chew of Chewy Mints they take, the two digital films highlight how the journey from boring to fresh is enabled by Chewy Mints.
The first digital film sees a man spying on his neighbours – a working couple who change avatars every time they chew on a Doublemint Chewy Mints. The second film sees a young albeit exhausted couple in a mall parking lot, whose Doublemint Chewy Mints-inspired avatars leave all those around them speechless. Each of the digital films focus on the chewy and minty codes of the product.
The launch of Doublemint Chewy Mints will be supported by an extensive 360-degree marketing approach, including in-store and OOH.
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