| Title | FROM BORACAY TO DOUBLEMINT WORLD |
| Brand | WRIGLEY'S |
| Product / Service | CHEWING GUM |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | PHD MEDIA NETWORK Makati City, THE PHILIPPINES |
| Entrant Company: | PHD MEDIA NETWORK Makati City, THE PHILIPPINES |
| Media Agency: | PHD MEDIA NETWORK Makati City, THE PHILIPPINES |
Credits | |
| Name | Company | Position |
|---|---|---|
| Maita Ancheta | Wrigley's | Marketing Director |
| Candy Weber | Wrigley's | Senior Product Manager |
| Randy G. Resuello | Wrigley's | Asst. Product Manager |
| Hermie De Leon | Phd Media Network Inc./2006 | President/Ceo |
| Yeyet De Leon | Phd Media Network Inc./2006 | Strategic Planning Manager |
| Jojo Olegario | Phd Media Network Inc./2006 | Investment Manager |
| Ken Yodokawa | Phd Media Network Inc./2006 | Client Service Executive |
| Fen Marquez | Phd Media Network Inc./2006 | Business Director |
| Me-an V. Bernardo | Phd Media Network Inc./2006 | Director Strategic Planning |
“Never-done-before” branding activity in Boracay. Doublemint shipment in 2008 reached USD8.3 million, +15.3% higher than 2007 sales. Sell-out growth at +12.0% vs. last year. Average 4-wk purchase grew by 19% among core target and 15% across age segments.
o “From Boracay Island to Doublemint World”, a 5-day event from May 1-5, 2008. The concept embellishes Doublemint association in the island of Boracay. The recognizable icons unfold before the target market eyes are brand connection activity during the time the target market is susceptible to receive and take on the message of what the event is trying to communicate. • Created the idea of “small island”/”banana boat” • People had a confidence to get close with Doublemint models plus free Doublemint in assigned island and banana boat photos booth • Miniature banana boats dotted the island branding and photo opportunity • Transform a recognizable summer icon - Boracay sandcastles - into Doublemint branded sand castles (with candle light during the night)
• Year 2008, Doublemint’s value was being challenge of a local gum player by offering freshening gum at lower price to hit-it-off among price sensitive teens. • This challenge Doublemint to build strong brand differentiation and affinity among the 16-19yo as core market and 20-39yo to protect share by boosting purchase at least by 10%. • Combination of resemblance and transformation strategy emanated. It suggests exploring an event that serve as an extension of contacts’ moments of happiest recollection, this was formulated using agency proprietary strategic planning tool. • The idea “From Boracay Island to Doublemint World” emerged, as people are expected to flock at the beach during vacation. Also, every year almost 600,000 domestic and foreign tourists spend their summer escapade in Boracay. A 5-day event would mean presence of brand with almost 50,000 tourists. This is 400% higher than regular sponsorship of a concert event in Manila.