Mentos reveals part of their formula in new brand work

22 April 2020

Creative Agency: Isobar

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The work was brought to life by Isobar and Passion Pictures.

Mentos has launched its new brand platform, Made From Awesome, kicking things off with a new execution to launch its Smoothies flavour.

Over the coming months, the platform will feature a slew of new spots for each of its existing signature flavours.

Brought to life in collaboration with Passion Pictures, the wacky spots go behind the scenes of the Mentos Made from Awesome Labs to reveal what gives each and every candy it’s delicious trademark flavour.

With a cow delivering some show-stopping piano dexterity to a mango, banana and strawberry, the launch spot highlights the awesome flavours packed into Mentos’ new Smoothies flavoured roll. 

“Since the iconic Freshmaker work in the 80’s, Mentos has always used a quirky brand of humour to deliver it’s brand message," says Samantha Hansen, country manager at Perfetti Van Melle.

"The new Made from Awesome platform delivers a fresh and updated Mentos brand personality to a new generation of consumers, whilst reminding them that our product is made with a perfect mix of great tasting stuff and a hefty dose of fun. Without revealing all our trade secrets, we can tell you that ‘awesome’ is pushed into every little candy coming off the line.”

Jack Delmonte and Hadleigh Sinclair, creative directors of Isobar, say there is "more than meets the tongue" with Mentos.

"So for their new brand platform the Isobar team, alongside wonderful clients Perfetti Van Melle and Stuart Alexander & Co, and the talented people at Passion Pictures, wanted to uncover what exactly makes them taste so awesome," they said.

"We’ve had more than a little fun showing how awesomeness is injected into all the products across the Mentos range."

This is the first work to come for Mentos since the WiTH Collective brand merged with Isobar Sydney.

The year long ‘made from awesome’ campaign will live across social, out of home, online video and catchup TV.

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