In what could be a turning point for marketers yearning to re-connect with jaded consumers, Wrigley’s has brought back the Doublemint Twins of yester-year when all that mattered was whether or not you went to the prom or if you had The Preppy Handbook. Rather than take the lowbrow Coor’s hottie twins approach, Wringley’s and its agency, BBDO Chicago, chose, smartly, to go with nostalgic kitsch factor. The television commercial shows two impossibly innocent looking – by today’s standards – twins dressed in cutsey 60’s dresses anachronistically riding their bicycle through vignettes of today singing, “You didn’t double your pleasure, you just doubled your pain” and, in a nod to today’s oddities, “Deodorant’s extreme, water’s got caffeine, even the news is mean.”
As part of the campaign, Wrigley’s is holding an online and physical casting call in search of other pairs of twins for future campaigns.
UPDATE: Footage from the old campaign.
