Mentos National Night

Mentos, the confectionery brand owned by Perfetti Van Melle, wanted to acknowledge Singapore's National Day in an unconventional way.

Mentos National Night

Rachel FilerBBH Asia Pacific

Campaign details

Brand owner: Perfetti Van MelleAgency: BBH Asia PacificBrand: MentosCountry: SingaporeIndustry: ConfectioneryMedia budget (USD): Up to $500kChannels used: Events and experiential, Online video, Product and other sampling, Social media, Word of mouth and viral

Executive summary

Mentos, the confectionery brand owned by Perfetti Van Melle, wanted to acknowledge Singapore's National Day in an unconventional way. In a tongue in cheek campaign with its own theme song, the brand urged Singaporeans to reverse the state's declining birth rate by...

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