Campaign details
Brand: MentosBrand owner: Perfetti Van MelleLead agency: Momentum WorldwideContributing agencies: Minaqatella Japan, northshoreMarket: JapanIndustries: ConfectioneryMedia channels: Competitions & contests, Social media, Voice, chatbotsBudget: Up to 500k
Executive summary
In a country governed by rules for social etiquette and proper communication, how do you get youth to try a different way of connecting?
Mentos, a global confectionery brand, reignited its relationship with Japanese youth through a Twitter chatbot simulation that builds their confidence to connect with playfulness during critical life moments and situations –...