From concept to completion, the Singapore-based creative merchandising agency took charge of the Wiggle Wiggle licensing, the creation of four custom plush foldable bag designs, and the setup of the event booth activation.
SINGAPORE — Neutrogena, a skincare brand, has concluded a nationwide gift-with-purchase promotion in Singapore that was anchored on a licensed collaboration with Korean lifestyle brand Wiggle Wiggle. The merchandise concept, the intellectual property license, and the point-of-sale materials for the event activation were all provided by DTC World Corporation, a creative merchandising agency headquartered in Singapore.
Known as the “Wiggle with Neutrogena” promotion, the initiative ran from May through July 2026 at major retailers, supermarkets, and e-commerce platforms. The Wiggle Wiggle Mystery Pocketable Shopping Bags were made available via specific promotional conditions, such as a minimum $40 purchase of Neutrogena items at one participating pharmacy retailer, subject to availability.
Skincare ranks among the most heavily promoted categories in Singapore’s pharmacy retail sector. The brief DTC World worked against was not simply “create a premium item,” but rather “identify the right IP and craft a gift that gives shoppers a reason to pick Neutrogena off the shelf.”
The merchandise
The flagship gift is a soft Wiggle Wiggle plush keychain that opens to reveal a full reusable shopping bag folded inside. DTC World developed four designs for the series — three standard options and a fourth mystery design — and presented them as a blind gift, meaning the shopper does not know which one they have received until it is opened.
That structure is where the promotional mechanic comes into play. A three-plus-one configuration turns a single redemption into something with a clear pattern: the standard designs are collectible, the mystery design becomes the talking point, and neither can be requested by the customer. This creates a small, unrepeatable moment at the point of handover that a plain discount cannot replicate.
Beneath the reveal, the bag is what makes the gift outlast the campaign. A pocketable, everyday-carry item keeps the Wiggle Wiggle and Neutrogena association in circulation for months after the promotion window closes — compact enough to be distributed at a busy counter, distinctive enough to catch attention, and practical enough to be kept.
The selection of the IP was deliberate. Wiggle Wiggle, founded in South Korea in 2014, has built genuine popularity in the Singapore market — a Singapore Flyer takeover, a hotel-themed pop-up at Plaza Singapura, and a headline showcase at ARTBOX Camp 2026. That is an IP with live local energy, and its cheerful design language sits credibly alongside Neutrogena’s hydration positioning.
The activation
To anchor the islandwide promotion in one physical location, Neutrogena hosted a pop-up at Watsons JEM. DTC World designed, produced, and installed the campaign POSM for the activation, including the interactive photo booth and booth graphics.
Handling both the merchandise and the retail assets under one team is what kept the campaign visually consistent — the same Wiggle Wiggle world running from the in-store display, through the booth, to the gift the customer walked away with.
The result
Watsons’ initial redemption allocation was fully redeemed within the first three weeks of the campaign window. Neutrogena also recorded increased online sales across the campaign period.
What DTC World handled
DTC World’s scope covered IP licensing, merchandise design, POSM design, approvals coordination, production, quality control, warehousing, and fulfilment.
DTC World Corporation is a Singapore-headquartered creative merchandising agency operating across Singapore, Malaysia, Vietnam, Indonesia, Cambodia, and China, serving over 900 brand clients. The company holds EcoVadis Platinum certification (top 1% globally) alongside ISO14001, SMETA, and Low Carbon SG certification, and was recognised in Singapore Parliament in February 2023 for its sustainability leadership.
Media Relations
DTC World
email us here
