The Challenge

Wrigley’s faced the difficult task of re-energising the Doublemint brand in a saturated confectionery market where traditional functional benefits like fresh breath have become commodified. The objective was to move beyond the basic utility of the product and establish a deeper emotional resonance with a younger audience that values high-octane entertainment over standard advertisements. The brand needed to showcase its new range of "Refreshes" in a way that felt physically impactful, transitioning from a simple gum brand to a source of literal "mental refreshment" during the grind of a high-pressure workday.

Strategy

Set on a construction site, the narrative uses Sofian’s (@sofyank96) signature "magic" to turn a potential workplace disaster into a moment of extreme relief. By visually manifesting a giant, inflatable beanbag out of a Doublemint container to save a falling colleague, the content perfectly illustrates the brand’s new positioning: refreshment that "saves" your day. This creator-led creative direction successfully replaced dry product shots with viral-ready spectacle, leveraging a creator’s niche to make the sensation of the peppermint flavour feel like a massive, tangible force for good.

The Results

• Gained over 230k views, reaching mass Malaysians online.
• Received over 12k engagement (likes, shares, saves, comments), with the collaboration video resonating well with consumers.
• Increase in brand mentions as well as positive sentiments among Malaysians, citing interest in consuming the gum brand.