Doublemint was making its entry into the Tanzania market for the first time. The objectives was to develop a top of mind, exciting and creative activation platform that would engage the target consumers creating a personal connection and ultimately brand love between DoubleMint Chewing gum together with other Wrigley products and the consumer.
We selected an ideal venue that offered both space and style for the evening party. Our set up created a fresh and cool atmosphere illuminated by green lights to accentuate the vibrant greens of the Double Mint brand.
We created a fun and engaging platform where target consumers would have the opportunity to be engaged via Roadshows that visited the localities and offered near free edutainment to the consumers allowing them to appreciate the brand attributes as well as offer opportunity to win various branded merchandize through trial purchase.
The Launch event registered 80% attendance. The trading session was able to attract orders of over 500 cartons. All the guests got the opportunity to sample the two variants of Doublemint. The Roadshows opened both Retail and Consumer opportunities. New retail outlets growth of over 70% from the start of the Activations.
February 17, 2016