Eclipse and General Pants Co. team up to ‘start something new’ in new work via DDB Sydney
Eclipse mints, the on-the-go freshening brand owned by The Wrigley Company, has announced an unexpected partnership and campaign with global trend hunter General Pants Co, created by DDB Sydney.
Leaders in the youth market, General Pants has an unrivalled reach across its owned media channels and talk to the youth market in an organic, unique manner, which made them the perfect partner for this new, creative campaign with Eclipse mints. Both brands were looking for an eye-catching innovative approach and the brand initiatives aligned when developing this campaign.
Consumers of both brands on Facebook and Instagram will be offered the chance to refresh their wardrobe with a General Pants makeover by adding their freshening accessory of mints to this season’s must-have denim styles. Shoppers will see samples of Eclipse mints appearing throughout General Pants’ 52 Australian stores and distributed with any fashion item bought from their online store.
The campaign, leveraging Wrigley’s #StartSomethingFresh line will be supported by dual-branded Digital Out of Home and social media content, launched this week. General Pants’ key new looks feature heavily, with Crop & Chop and Stonewashed denim trends being radically reinvented in the digital content and showcased together in the Digital Outdoor.
Says Annabel Badilla, marketing manager, Wrigley: “We all build self-identity and express ourselves through what we wear and how we accessorise. We also know looking good and feeling good go hand in hand, so partnering with General Pants made perfect sense to us as they provide the style essentials while Eclipse Mints are the ultimate freshening accessory to give our customers the confidence they need every day.”
Says Renee Awadalla, General Pants: “We look to partners that are willing to take risks with their brands and think outside of the box. This partnership shows how two forward thinking brands can find common ground through creativity. We think the quality of the content is next level and DDB have done an outstanding job.”
Wrigley’s Marketing Manager Annabel Badilla
Wrigley’s Brand Manager Edwina Murphy
Wrigley’s Assistant Brand Manager Aprill Kullberg
General Pants GM Marketing Renee Awadalla
Agency: DDB Sydney
Creative Partner, Peter Galmes
Art Director, Anna Paine
Copywriter, Owen Bryson
Social Content Manager, Liana Rossi
Planning Director, Anna Bollinger
Managing Partner, Kate Sheppard
Senior Business Director, Topher Jones
TV Producer, Anna Wright-Hands
Production Company: Revolver/Will O’Rourke
Director: Toby and Pete
Managing Director/EP: Michael Ritchie
EP/Head of Projects: Josh Mullens
Producer: Phoebe Marks & Kate Rule
DOP: Dan Freene
Production Designer/Stylist: Silvana Azzi Heras
Post House: Make Mountains
Sound House: Nylon Studios
Media Planning: Mediacom
Partnership Lead: Mango
15 Comments
215 and 57 views respectively for the two videos. Soon the number of viewers will be larger than the number of people involved in this lame and desperate attempt at being down with the kids
I have so many questions….
I can see why Talbot left.
“talk to the youth market in an organic, unique manner…” WTF???? Please help a gen X’er understand what the hell THAT means????
This brand partnership is like a bad prom date, and their pro-creation is a cumstain on the sofa of Australian advertising.
They were really nicely shot?
https://www.youtube.com/watch?v=WRJ977IFP38
Toby’s swan song. He’s set the bar high for his successor.
How can the CD even let this crap through?
Poo. The gluten free blogger on a green juice detox diet could have done this at award school.
Check the credits. Toby’s name isn’t on this work. Think he’s left. But I know his name is on VW Naked Ute, that Opera House Instagram idea and the Maccas spot with the dad and the daughter. That’s some some serious bar raising, right there buddy.
Haters is always gonna hate… these are cool.
Shit? Gimme a break… obviously x-DDB’ers out there keen to get the price of Snickers the bars down at 7-11! This stuff is OK. Probably one of the better shot things on the blog this month. And no, don’t work there.
Why does so many people hate DDB i wonder?
So disappointing that after all these years Wrigley still hasn’t found a solution for the ECLIPSE aluminum tins. Little do consumers know they aren’t recyclable – and with over 1m SKU’s going into landfill every year, maybe the DDB retainer would be better spent on solving this! Shame shame shame.