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The Challenge

Mentos’ objective was to create an experiential program in the Canadian market that got fresh life seekers (consumers - age 18-24) to try Mentos Pure Fresh gum. It was important that experience was attention-grabbing and unique, not only promoting the brand but also engaging their core demographic by convincing them that Mentos Gum delivers a unique fresh experience when you chew.

Solution

Leveraging video content from the US, we created a story around the Yeti and their “arrival on Earth” - they had run out of Mentos Pure Fresh gum on their own planet and came to Earth for more.

We designed custom Yeti costumes with Mentos blue faces, hands and feet - accessorized with various branded props. The real Yetis enabled real fresh connections to be made with real people. This was driving force behind the creative used across all channels. The Yeti invasion came to life across all channels, engaging with the target audience on social media, through OOH & transit, a social contest and the activation/sampling.

With a team of 70 activation staff (including 20 Yetis) we engaged with consumers in Toronto, Vancouver and Montreal taking over the downtown core with street teams, along with University campuses. Consumers were eager to share their Yeti experiences on social media, while sharing their second piece of Mentos Pure Fresh gum with a friend resulting in distributing over 174,00 samples and garnering +200 million impressions.

Innovation Lab