Mentos.
Mentos is backing the next wave of Australian music talent in ‘Mentos Fresh Sounds’ via Havas Play and Rolling Stone Australia.
For the next three months, the campaign will spotlight music from emerging Australian artists.
“This campaign lands at a pivotal moment for Australia’s music scene,” Havas Media strategy director Luisa Dalli said.
“While 71% of the Mentos audience is eager to discover new artists, the reality is, it’s never been harder for local talent to cut through the noise.
“More than 80% of artists on Spotify never even reach 1,000 monthly listeners, underscoring how tough it is to get heard in today’s oversaturated market.”
Mentos and Rolling Stone have launched the Mentos Fresh Sounds Portal, a platform for artists to submit their music directly to the Rolling Stone team.
The best submissions are then showcased in the Mentos Fresh Sounds Hub.
“Mentos Fresh Sounds is our way of stepping into music culture with intent,” said Perfetti Van Melle senior brand manager Nikolah Gibson.
“Guided by our ‘Yes to Fresh’ brand positioning, we’re committed to unearthing and championing new Aussie artists, helping them break through and bring truly fresh talent to audiences everywhere.”
The work spans across digital, social, outdoor and a live music moment at Rolling Stone House at SXSW Sydney in October.
"Partnering with Rolling Stone was a deliberate move to embed Mentos in the heart of music culture, not just as a sponsor, but as a genuine supporter of emerging talent,” said Havas Play associate account director, brand partnerships Megan McMurdo.
“It’s through partnerships like this that we create genuine moments of discovery for fans."
CREDITS
Client: Perfetti Van Melle
Strategy and Media: Havas Media
Partnership Management: Havas Play
Campaign Creative: The Idea Shed
Publisher Partner: Vinyl Media Group
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