Titled Doublemint Divine Encounter, the newly-launched 12-episode variety shown will be shown on Zhejiang STV.
The programme will be televised every Thursday for 12 consecutive weeks, and each 70-minute episode of the variety show will see host, celebrities and contestants pairing up to overcome challenges, culminating in an overall winner. Promotion of the programme will run concurrently on Shejiang TV’s official website and all popular BBS forums.
“The Doublemint brand advocates closeness between two people, and face-to-face communication is a fundamental aspect of encouraging this interaction. Through Doublemint Divine Encounter, we’re confident this platform will help bring to life the importance of face-to-face communication between people, and as a result, underscore Doublemint brand value of real closeness” says Shan Hu, senior brand manager, Wrigley China,
Silvia Goh, Managing Director of LiquidThread, China, said: “It is extremely important for us to ensure the balance between driving our client’s core brand messages and the overall quality of the programme, Branded entertainment is about holistic integration."
