Mentos, with VMO, has released an 4x4 metre LED display in the heart of Sydney's World Square in a campaign via Havas Media and The Idea Shed.
“We’re beyond excited to be the first brand to bring a campaign to life across VMO’s new format, which perfectly and creatively aligns to our new product,” said Perfetti Van Melle senior brand manager – Australia & New Zealand, Nikolah Gibson.
“To connect with Gen Z, we knew we had to break the mould. Mentos Cube isn’t just gum—it’s a burst of flavour that celebrates self-expression and individuality.
“This campaign gives our target market something as fresh and bold as they are.”
VMO launched 'The Cube' earlier this year as part of their new suite of outdoor screen solutions, Dimensions.
“Seeing the first campaign come to life on 'The Cube' shows exactly why this format is changing the outdoor game in Australia. It’s bold, unmissable and unlike anything else,” said VMO managing director Paul Butler.
“We’re thrilled to have Mentos on board as the launch partner.
“This campaign captures everything 'The Cube' was built for — bright, powerful creative, spot-on alignment, and an execution that not only looks epic, but proves how well innovation and creativity play together on this game-changing format.”
The broader campaign also spans transit and social media.
Havas Media strategist Tania Teurquetil said that showcasing the cube was central to its strategy – carrying Mentos Cube’s distinctiveness from product to media through its bold cube packaging and form.
Havas Media account director Laura Beckmann said that pairing Mentos Cube with a media format that brought this to life ensured it stood out and became unmissable for Aussie gum chewers.
Credits:
- Client: Perfetti Van Melle
- Strategy and Media: Havas Media
- Publisher Partner: VMO
- Campaign Creative: The Idea Shed
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