Eclipse and General Pants Co. team up to ‘start something new’ in new work via DDB Sydney

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13177167_909814329127221_2497317581768120510_n (1).jpgEclipse 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.

Screen Shot 2016-05-26 at 11.07.03 am.jpgConsumers 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