Mentos Australia is shaking up the gum aisle with the launch of Mentos Cube in a campaign via The Idea Shed.
“We knew we had something special with Mentos Cube,” said Perfetti Van Melle senior brand manager Nikolah Gibson.
“Gen Z doesn’t want safe or same-old, they want something that feels like them.
“Mouth Off’ gave us the chance to show up with personality, have some fun, and really stand out in a category that hadn’t changed in years.”
The campaign is live across OOH, print, digital, social, in-store and activations.
“From the start, we wanted this to feel different, louder, cheekier and way more fun than other gum ads,” said The Idea Shed partner/ECD John Volckman.
“Mentos Cube gave us the perfect excuse to throw out the gum rulebook and do something daring.
“We didn’t want to just launch a product, we wanted to spark a movement, and that’s exactly what ‘Mouth Off’ let us do.”
Credits
The Idea Shed
John Volckman – Partner/ECD
Karin Andréasson – Head of Growth
Mia Gall – Account Director
Sophie Fergusson – Account Executive
Adrian Moore – Head of Creative Experience
John Fairley – Design Director
Paul Fiore – Senior Creative
Claire Hughes – Senior Designer
Gail Ma – Finished Artist
Chronicle
Dale Bennetto – Head of Production
Si Kirk – Photographer
Beth Carr – Producer
Stylist – Patrick Zaczkiewicz
Hair & Makeup – Kristyan Low
Retoucher – Elise Healy
CGI Artist – Aaron Foster
Mentos Australia
Nikolah Gibson – Senior Brand Manager
Michael Puglisi – Country Manager, Australia & New Zealand
Media Agency
Havas
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