SUMMARY
Valentine’s Day is usually a busy season not just for lovers but marketers in China. While some products have a stronger right to win during this season, mints have limited appeal and only seen as a functional product used after a heavy tasting meal.
For a brand that has always stand for meaningful connection, how can Doublemint get consumers to engage with mints on an emotional level during this season?
Doublemint launched 'Heart Code', a campaign inspiring millions of lovers to express their thoughts and emotions with a piece of mint.
Chinese consumers could not resist the sweet exchange, resulting in 2.2 million ‘heart codes’ shared during Chinese Valentine’s day, and our limited-edition heart-shaped mints sold out in both online and offline channels. The sweet exchange not only successfully increased mints sales by 66% vs PY, it also got consumers engaged with mints at a whole new level!
