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MEC China | Wrigley's | Confident Transformation
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| Although Wrigley's Doublemint is the category leader in China, the brand wanted to maintain and strengthen its position. The challenge
for MEC was to enhance the benefit of fresh breath in social environments. This tapped into the Chinese idea of personal dignity
- or 'face' - and prompted the creation of a TV advice show. Here, a panel of experts offered tips on dealing with given situations
at work and elsewhere. (Of course, Wrigley's Doublemint was always on hand.) Traditional media supported the show, which led to
a 35% increase in sales. |
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