Many children in China bring lunchboxes to school and collect meals from the cafeteria. This offered us a terrific opportunity to leverage a physical message carrier already in children’s daily routine.

We gave shape to a simple idea to build upon an ordinary lunchbox and transform it into the first interactive lunchbox that encourages children to practice oral hygiene after meals – Wrigley’s Care Box.

The care box was designed with an artwork that playfully changes with heat, revealing characters working together to clean their teeth. This fun activation both captures children’s attention and encourages them to open a built-in compartment and chew on a sugar-free gum after meals. In turn, helping to improve children’s daily oral hygiene without interrupting their playtime.

We featured the Wrigley’s Care Box in a video and launched it on Wrigley’s owned social channels. The care box was then amplified through a mix of renowned media such as Vista, News Weekly, and Jiemian to enhance credibility.

We partnered selected parenting, lifestyle, and well-being online influencers, who used our creative care box as the catalyst to drive organic conversations on children’s oral hygiene after meals, calling for action to help children build good oral care habits. We also activated Mars Wrigley’s employees as advocates through internal newsletters and corporate social platforms.

Our care box demo video launch received 5 million views in just three days. In one week, we reached 67 million audiences across China’s social media platforms and earned 1.4 million likes, comments and reposts, doubling average ROI from previous campaigns.

The Wrigley’s Care Box started an online conversation about children’s oral health – where parents proactively shared their experiences in helping children practice regular oral hygiene after meals. This showed that our care box resonated with parents and inspired them to influence behavior change in their children. The conversation even extended to professional dental organizations/clinics in China – earning reposts from 54 influencers altogether. Our WeChat account recruited 2,800 new followers in just a week after the launch of the video.