Mentos National Night

Rachel Filer
BBH Asia Pacific

Campaign details

Brand owner: Perfetti Van Melle
Agency: BBH Asia Pacific
Brand: Mentos
Country: Singapore
Industry: Confectionery
Media budget (USD): Up to $500k
Channels 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 getting romantic and conceiving more children. Although it was designed to be a hyper local campaign for a Singaporean audience, the initiative generated international media coverage. As evidence of the campaign's success, this case study increases in the brand's profile via free media coverage as well as sales increases.

Campaign background