One of the first modern influencer marketing campaigns began in 1956 and utilized female twins as both the spokespeople and ambassadors for the product. Those twin ambassadors continued to promote the product up until 2008 having helped the product maintain its dominance in the chewing gum category over the same period.
Professional singers, Joan and Jayne Knoerzer, were the first “Double Your Pleasure, Double Your Fun” Doublemint Twins. They were the image and voice of the product and successfully associated their clean, fun personal brands with Doublemint. While there wasn’t social media in the fifties, Wrigley Jr Co.’s plastered their image and likeness on billboards, full page magazine ads and in store displays…
