CHINA (12 April 2012) - In the highly competitive Asia-Pacific PR Awards 2011, the "DOUBLEMINT Brings People Face-to-Face" Campaign has been awarded the "Product Brand Development Campaign of the Year".
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. As part of the Mars Volunteer Program, some volunteers from our Anhui sales team also visited a school for left-behind children in Huai-nan, engaging the children with “closeness” games and activities.
“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” said Jennifer Wu, VP of Corporate Affairsfor Wrigley APAC. “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.”
is a recognised leader in confections, making a wide range of gum, mints and hard and chewy sweets that people love worldwide. From our headquarters in Chicago and operations in more than 40 countries, we distribute our world-famous brands, such as Skittles®, Extra®, Starburst®, Orbit®, Airwaves® and 5™, to over 180 countries across the globe.
Wrigley operates as a subsidiary of Mars, a private, family-owned company which operates in six business segments: Chocolate, Petcare, Wrigley, Food, Drinks, and Symbioscience and generates global revenues of more than $30 billion annually.
About Mars, Incorporated
In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars’ first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the philosophy of a “mutuality of benefits” for all stakeholders – this vision serves as the foundation of the Mars, Incorporated we are today. Based in McLean, Virginia, Mars has net sales of more than $30 billion and six business segments including Petcare, Chocolate, Wrigley, Food, Drinks and Symbioscience. More than 65,000 Associates worldwide are putting our Mars Principles in action every day to make a difference for people and the planet through our performance.
Mars brands include: Chocolate – M&M’S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Petcare – PEDIGREE®, WHISKAS®, SHEBA®, CESAR® and ROYAL CANIN®; Wrigley – ORBIT®, EXTRA®, STARBURST®, DOUBLEMINT® and SKITTLES®; Food – UNCLE BEN’S®, DOLMIO®, EBLY®, MASTERFOODS® and SEEDS OF CHANGE®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA CO.™, KLIX® and FLAVIA®; Symbioscience –SERAMIS®, CIRKU™ and COCOAVIA™.