Chew on this: How we brought Mentos’ new cube gum range to life on The Cube™.
The objective.
Mentos wanted to drive awareness and spark product trial of their new cube gum range with Gen Z audiences.
How we rose to the challenge.
The solution was a three-pronged approach, bringing their ‘Mouth Off’ campaign to life on The Cube in the heart of World Square, paired with an on-screen campaign extension across our retail network and sweetened with a sampling activation.
Dimensions.
Creatively executing the campaign on The Cube with bold 3D animations right in the middle of World Square, a campaign that was hard to miss.
On-screen activity.
Bold on-screen creatives extended across our retail network on our large-format screens with path-to-purchase placement in direct proximity to leading supermarkets.
Activation.
A sampling activation sweetened the campaign, providing product trial to commuters and shoppers within World Square, delivering flavour at the exact moment of impact.
“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. 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."
Nikolah Gibson, Senior Brand Manager, Australia & New Zealand at Perfetti Van Melle.
