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...