After a three-year absence, Mentos has launched a new TVC in support of its ‘Who says no to Mentos?’ campaign.
According to Mentos, most people could use a little help in connecting, so it out sent a group of shy adults to make some friends. Then it gave them hidden earpieces and advised them that ‘communication experts’ would tell them exactly what to say. They were not expecting to hear five-year-olds, but Mentos says it believes no one is better at making friends than kids.
The initiative was rolled out across various locations and the interactions captured on hidden cameras.
Airing began on February 19 and will continue until July, with Mentos showcasing these “fun interactions” in 30-second and 60-second formats, aimed at reminding people how easy it is to connect.
With an investment of more than $1million, the new ad debuted with a sponsorship of I’m a Celebrity: Get Me Outta Here and will be working its way across free-to-air, Foxtel, catch-up, YouTube and cinema screens.
Mentos says it aims to build ‘Fresh Connections’ in different ways, previously launching the ‘Say Hi with Mentos’ campaign, which included buses and digital panels in shopping centres, Facebook ads, Facebook Canvas, Instagram, nationwide sampling and in-store promotions. This was the first time Mentos carried printed messages on each individual Mento – with the messages aimed at encouraging people to connect in a different yet meaningful way.
“Every one of our Mentos that rolls off the conveyor belt has the potential to connect two people,” Perfetti Van Melle Country Manager Samantha Hansen said. “It provides a conversation starter; all you need to do is offer.
“Our brand aim is to provide a ‘little help to connect’ and our young Mentors are showing us just how easy it is to look up from your phone and share a Mentos.”
To see how the experiment went, check out the full ad below.
