Chew on this: How we brought Mentos’ new cube gum range to life on The Cube®.
The objective.
Mentos were eager to drive awareness and spark product trial of their brand new cube gum range, particularly amongst Gen Z audiences. To do so, they were looking to leverage formats that felt unexpected and distinctive.
How we rose to the challenge.
The solution was to bring Mentos’ Mouth Off’ campaign to life with a multi-touchpoint approach that ensured the campaign felt as bold as the product itself.
The Cube®.
Placed in the heart of World Square, the campaign came to life through 3D anamorphic creative as the first-ever campaign on The Cube®.
On-screen activity.
The campaign was extended across our retail network through large format screens positioned directly on the path to purchase and in close proximity to leading supermarkets.
Activation.
Sweetening the campaign, a sampling activation gave audiences the chance to try the product for themselves.
“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 newformat, which perfectly and creatively aligns to our new product."
Nikolah Gibson, Senior Brand Manager, Australia & New Zealand at Perfetti Van Melle.
