Eclipse Mints and General Pants in fashionably fresh campaign

The Wrigley Company-owned Eclipse Mints has announced an unexpected partnership with youth fashion retailer, General Pants Co.

As part of the new joint creative 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.

Annabel Badilla, marketing manager of Wrigley, said: “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”.

Renee Awadalla of General Pants, said: “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”.

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