Mentos: Mentos Mentors

This case study shows how Mentos, a confectionary brand, designed a targeted campaign using digital video to address their core UK buyer in a 'social experiment' setting.

Mentos: Mentos Mentors

Tom Hargreaves

Campaign details

Brand: MentosBrand owner: PerfettiLead agency: BBH LondonCountry: United KingdomIndustry: ConfectioneryChannels used: Social mediaMedia budget: Up to 500k

Executive Summary

In 2015 Mentos had just released their new brand positioning - Fresh Connections. The idea was based on the insight that Mentos acts as 'a little help to connect' in a world where people are struggling to meet new people.

There are a lot of hollow brand ideas out there and Mentos wanted to make sure this wasn't one of those...

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