Marketing Featured Southeast Asia

Lion & Lion Indonesia bags regional digital, social mandate of Mars Wrigley’s Doublemint

Jakarta, Indonesia – Digital-first agency Lion & Lion has been appointed as the regional digital and social partner for Mars Wrigley’s Doublemint brand, which will be driven by Lion & Lion Indonesia, covering several key markets for the brand in SEA, namely Malaysia, Thailand, and the Philippines. 

In line with the brand’s strategy for the region, Lion & Lion will be responsible for the development and execution of a new activation for Doublemint that will serve to heighten brand awareness and conversion amidst the impact of COVID-19. 

Called ‘The Freshest Lick’, the new activation aims to spread Doublemint’s brand of freshness on digital and social by gamifying the act of sharing gum and mints with friends. 

Michael Panjaito, Lion & Lion Indonesia’s creative group head, shared that to expand their presence and resonate with their post-pandemic gen-z audience on a deeper level, they created a digital brand experience hinging on moments of togetherness with a Play-to-Earn format. 

“The more Doublemint gum players share with their friends in ‘The Freshest Flick’, the fresher rewards they earn together, thus creating a purposeful social connection across a virtual space,” said Panjaito.

Meanwhile, Cheelip Ong, Lion & Lion’s regional chief creative officer, noted that as a creatively-driven, digital-first micro-network with their footprints across SEA, they were able to effectively launch the gamification experience with entertaining localised content for Doublemint across Malaysia, Philippines, and Thailand.

“We thank the client for trusting our ideas and approach in creating a digital experience that makes the sharing of virtual mints possible,” said Ong.

Samuel Fung, Mars Wrigley’s brand manager for Asia, commented, “We are delighted to work with Lion & Lion as our digital and social partner as their fresh approach to driving relevance for our brand aligns perfectly with our objective of making everyday moments more meaningful. We’re also excited to see the campaign come to life and how consumers can have an immersive experience on The Freshest Flick website.”

In February 2022, Lion & Lion has also been appointed as the digital and social media marketing partner of ASEAN fintech company BigPay, which is under AirAsia, for its Malaysia and Singapore markets.