Doublemint has been engaging Chinese consumers with the ‘closeness’ concept for three years – encouraging people to spend more face-to-face time together.
In 2011 Wrigley partnered with the China Women’s Federation to raise awareness of China’s 58 million ‘left-behind’ children, whose parents have migrated from rural to urban areas for work and to support those families.
Doublemint also sponsored a project of the China Women’s Federation which helps to give children more face-to-face time with their parents, bringing over 30 ‘left-behind’ children from Anhui Province to Beijing for a holiday with their parents at the Doublemint Face-to-Face Closeness Summer Camp. Educational booklets were also distributed and activities held in schools to help raise awareness.
The campaign combined traditional and digital media to share intimate moments between the kids and their parents. It amassed more than 400 press clippings, reaching 3.9 million people, with call-to-action videos getting more than 828,000 views on Youku.com during the campaign. The campaign also engaged celebrities and key stakeholders who joined the movement and made their own videos in support of the cause.
5,000 associates from Wrigley China participated in this campaign by spending more quality face-to-face time with their families on Father’s Day and the first week of the school year.
Jennifer Wu, VP of corporate affairs for Wrigley Apac, said: “The Doublemint bringing people Face-to-Face Campaign is one of the many ways that we are putting our principles into action as a business. We are proud to have made such a positive impact in a cause which means so much to so many people across China and we will continue to look for innovative ways in which our brand can help to make a difference.”
Source: Mars
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