Mentos: National Night
Rachel Filer
Campaign details
Brand owner: Perfetti Van MelleAgency: BBH Asia PacificBrand: MentosCountry: SingaporeChannels used: Online video, Packaging and design, Product and other sampling, Public relations, Social mediaMedia budget: Up to 500k
Executive summary
Mentos 'National Night' was created as a hyper local campaign for a Singaporean audience that somehow managed to find global fame.
As a champion of fresh thinking, Mentos set out to acknowledge Singapore's National Day but refused to conform to the norm of how most brands acknowledge the occasion – namely through...