Doublemint’s Sarah and Juan campaign came to a close with a winner after over a thousand Filipino participants nationwide sharing their own kilig stories through #LoveWraps.
Even select local celebrities, bloggers, and the press picked up the campaign in telling their own stories of affection to their loved ones. Numerous entries in the #LoveWraps microsite came from different parts of the Philippines, with entries showing that expressing love or affection was not limited to significant others, but also to family members and barkadas. The chosen winner of #LoveWraps was Rio Espejon from Cebu, for his creative and inspiring story. He won the grand prize, which was a trip to Boracay for two.
Creating meaningful connections is a very Filipino gesture, as seen on the participants’ entries. Going beyond the kilig factor, the #LoveWraps campaign highlights the importance of these connections and the sweet memories that come along with it. It also happens to closely follow the story and “kilig” factor of Kathniel’s blockbuster movie, “Can’t Help Falling in Love.”
The high participation to this campaign shows that the story of Sarah and Juan is relevant to us Filipinos. Sarah and Juan both represent the common person in finding love and cherishing it with the people he/she finds important. There is importance to finding a special someone, or at least sharing something meaningful with others. Having that connection will always create a sweet and kilig feeling, just like the sweet gestures and surprises make our day. It tugs the heartstrings and delights the common Filipino, and the experience is not limited to celebrity love teams or couple influencers who exchange a cute banter or two. It can happen to anyone.
It goes without saying that it’s the little things that matter, even if it simply starts by sharing a stick of gum.