Doublemint Refreshers
TMRW Vietnam | Mars Wrigley | 2026

In Vietnam, young consumers weren't regular gum users, they were moment users, reaching for gum only when freshness suddenly mattered: before a date, after a meal, when a moment needed to level up. The category kept flooding the market with near identical freshness claims instead of solving that. So we sold the moment itself, not the gum, winning the highest stakes close moment first, dating, then scaling fast across meals, school, festivals, and hangouts. Instead of buying awareness and hoping it converted later, we made the need and the purchase happen in the same beat, from a TikTok livestream built like a dating arc, through 1,700+ creators carrying freshness into real life, to venue activations that turned Wi-Fi check-ins into fresh-breath alarms. The result: 5M+ reach at 6x target, 187K+ engagements at 170% of KPI, 1.2M units sold, and 50% modern trade growth.