Creating a smile with a compliment on National Friendship Day.

The task

Mentos asked us to support the launch of its new Complimentos rolls and encourage people to make each other smile with a compliment on National Friendship Day.

What we did

The brief led us immediately to the decision a content-based strategy, enabling us to deliver both brand awareness and product engagement on National Friendship Day.

We partnered with ex-Love Island stars and good friends Jack Fincham and Chris Hughes to surprise people in Westfield London shopping centre with a compliment. We captured a day’s worth of content that lead to a lot of laughs, smiles, blushing and selfies from people of all ages.

The video footage was adapted into a two minute film, and ten second social media edit that went live on National Friendship Day. Supported with research headlines that revealed Face to Face flattery is dying out – we encouraged people to give each other a genuine compliment with Mentos limited edition Complimentos rolls!


Our campaign achieved widespread coverage landing on news sites including Mirror Online, The Sun,, and the video appearing on Yahoo! MSN and AOL online.

Overall reach for the campaign was 285,031,000 achieving an ROI of 5:1

Overall reach
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