Challenge
The Thai mint market is crowded, shaped by entrenched local and global players all vying for the same post-meal moment. The real tension lay in shifting consumer behaviour which is encouraging Thais to adopt a new ritual of ending every meal with Eclipse, rather than defaulting to familiar brands or skipping mints altogether. Differentiation was not just about flavour or packaging but about carving out a fresh cultural space in a landscape resistant to change.
Solution
DEX led a dynamic, multi-layered launch strategy that wove digital, experiential and creative threads into the fabric of daily Thai life. The campaign began with a high-energy media launch event - featuring immersive sensory booths - touch, smell and taste - where guests explored after-meal freshness as a full-body experience. Customisation labs allowed visitors to personalise mint holders whilst celebrity appearances by Becky Armstrong and Chef In elevated the occasion - with Chef In curating a special food and mint pairing menu.
The event seamlessly transitioned into a public pop-up bringing the Eclipse experience to bustling food markets and transit hubs. Mass sampling activations invited passers-by to test their breath confidence post-meal, try Eclipse and share their reactions - turning a simple taste test into a social moment. Key visuals and content were amplified across online and offline channels, with influencers and PR partners driving further reach. Every touchpoint, from photo booths with after-meal virtual backgrounds to interactive games and redemption booths, reinforced the message: Eclipse is the fresh finish to every meal.
Impact
The media launch drew 80 attendees including media, influencers and key distributors establishing Eclipse as a contender in Thailand’s competitive mint market and setting the stage for broader consumer adoption.
