Challenge
Despite its longstanding presence in the market, Doublemint recognized that some younger consumers perceived it as a brand for previous generations. To reshape this view, Doublemint wanted to remind consumers that it has continuously innovated, ensuring its flavors and freshness stay vibrant and relevant for today’s audience
Solution
In collaboration with Doublemint, we launched 'Back to the Streets,' a campaign crafted to connect with Gen Z by showcasing bold, next-level flavor fusions where street food meets street style—all with a refreshing mint twist. Our goal was to spark a movement: a space for Gen Z to express their unique style while enjoying Doublemint as the perfect partner for their culinary adventures.
Since street food is woven into the fabric of Malaysian culture, we created pop-up stalls styled like classic street vendor setups, complete with a giant Doublemint bottle to draw in crowds and offer Instagram-worthy moments. These pop-ups were placed in strategic locations with high Gen Z foot traffic, and featured mini-games where participants could win Doublemint bottles and food vouchers for local eateries. Additionally, we offered exclusive Doublemint swag, including limited-edition tote bags and keyrings from Ana Tomy, allowing visitors to personalize their style.
We thoughtfully selected iconic locations known for their vibrant street food scenes and energetic crowds. Starting at Pasar Seni (Central Market), a cultural hub blending Malaysian art, food, and craftsmanship since 1888, we expanded to bustling Pasar Malams, where diverse groups gather to enjoy night-time eats. The activation wrapped up at RIUH, one of the most popular annual bazaars, solidifying our outreach to the audience and creating lasting connections with Doublemint. All of this was done through a period of three months from October - December 2024.
Results
The turnout surpassed expectations at every location as we connected with our consumers on ground through product samples which also significantly boosted Doublemint’s digital footprint with an impressive 93% growth in the social fanbase.
