The Idea Shed unveils 'Fresh Feels Like' for Mentos

24 June 2024

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As part of the brand's YES TO FRESH platform.

Sydney-based creative commerce agency The Idea Shed has teamed up with Perfetti Van Melle to launch Mentos' newest campaign, 'Fresh Feels Like', as part of the brand's YES TO FRESH platform.

This marks the first campaign The Idea Shed has brought to life for Mentos and aims to bring a new perspective to everyday moments, highlighting Mentos as more than just a fresh breath – it’s a fresh mindset.

Mentos needed a localised campaign to introduce the YES TO FRESH platform to the Australian market. With a substantial OOH media buy supported by social media, Mentos enlisted The Idea Shed to bring this story to the Australian people.

"The thrill of turning everyday moments into something unexpectedly fresh is what we wanted to bottle with this campaign," The Idea Shed partner Richie Strettell said.

"Our goal was to create relatable yet delightful scenarios that resonate with our audience, showcasing that fun needs no reason. It's been great to work with the team at Perfetti Van Melle, and we hope this is just the first of many successful collaborations."

Developed and produced in six weeks, the campaign features scenes where the hero talent experiences everyday moments like being at the barbers or working in the office, which are then changed in an instant by events such as a cancelled meeting or a fresh fade.

Perfetti Van Melle country manager ANZ Michael Puglisi said the Fresh Feels Like campaign captures Mentos' essence, thanks to The Idea Shed.

"Their collaborative spirit and creative vision, bolstered by our brand team's support, were key to bringing this vision to life,” he said. 



The Idea Shed

· John Volckman – Partner / Executive Creative Director

· Richie Strettell – Partner

· Steve Madgwick – Group Creative Director

· Daniel Miller – Senior Creative

· Adrian Moore – Head of Experience

· Claire Hughes – Senior Designer

· Karin Andreasson – Head of Growth

· William Sones – Senior Account Manager


Production Credits:

· Chronicle Studios – Production Agency

· Dale Bennetto – Head of Production

· Si Kirk – Director of Photography

· Kate Turner – Producer

· Kosta Klemencic – Gaffer

· Margarita Gershkovich – Production Stylist

· Flo Orban – Animator/Editor


Client Team:

· Nikolah Best - Senior Brand Manager, Perfetti Van Melle

· Margretta Sowah – Assistant Brand Manager, Perfetti Van Melle

· Michael Puglisi – Country Manager ANZ, Perfetti Van Melle

· Dianaimh Phelan - Brand Manager, Stuart Alexander

· Siobhan Feeney - Senior Brand Manager, Stuart Alexander

· Ann-Marie Raza - Head of Marketing – Confectionery, Stuart Alexander

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