2017 IDEA award finalist

Alluring, confident, and discrete the Wrigley Global design studio created Elite Mints, an inspired limited edition breath mint solution. 

Starting with deep routed consumer insights we were able to codify the key attributes that needed to be brought to life in order to deliver an emotional connection to users in this traditionally functional space.

By building a strong holistic proposition we were able to tap into hidden value drivers that had been overshadowed by decades of category complacency. 

As we evaluated the competitive landscape it was apparent that for us to deliver on consumer insights we needed to delight the users by fundamentally changing how we communicate with them. 

By addressing the traditional brand communication that has lived in the physical retail environment for the last 100 years the team leveraged the online environment that embodied an alluring and seductive brand emotion.

By challenging the historical leading role the  existing Doublemint assets has played it became apparent that the graphics needed play a strong supporting role in the overall experience. The team them broke down the brand to its core essence and by developing a strong and minimal expression of the graphics the team was able to move the graphics into the 21st century. 

It became clear that there was a consumer need to have a durable personal artifact for users to possess over an extended period of time. By creating an heirloom housing the team delivered a desirable connection beyond the functionality to one of preciousness.

We were able to tap into a multitude of consumer desires by forging an array of physical manifestations of the packaging. Each housing communicating its own unique personality allowing the consumer to commit to the solution that is the purest representation of themselves.

With a sleek and elegant integration to the external housing the removable cartridge is all about functionality. Wrapped in an airtight foil wrapper this vessel keeps the product fresh until it is called on to preform. Once removed from the foil the clean and directness of the graphics communicate the selection of which confidence inspiring flavor the user will be depending on.  

When the product is removed from its discrete resting place and is called upon to perform it inspires 100 plus years of confidence to the user. Then as curtain closes the product leaves a final signature of confidence through a minimally embossed silhouette of the reimagined Doublemint logo.