What We Did
We began with an exclusive trade launch event timed to Mentos Discovery’s ship date, presenting it as 2024’s most exciting new confectionery to 20 top journalists, retailers, and industry influencers at Amazonico, one of London’s trendiest venues. The event, styled with a premium tropical theme, created a buzz around Mentos’ latest offering of 14 unique flavors, establishing Discovery as the season's must-try treat.

Building on this momentum, we collaborated with FWD Wholesale News and Dhamecha to host an immersive sampling day at its central Hayes location. The activation featured bold end-of-aisle displays, a limited-time price promotion, and hands-on engagement, bringing the Mentos Discovery NPD to hundreds of convenience retailers. This activation not only spiked sales but also generated impactful content across Wholesale News' print, digital, and social platforms.

To further amplify awareness, we supported editorial coverage with eye-catching trade ads and custom MPU social posts aimed at convenience retailers, encouraging them to promote the new Mentos Discovery range to their own customers.

To engage our target Gen Z audience, we crafted a campaign that resonated with their sense of excitement, exploring the new experiences and flavors they crave. We anchored this story with commissioned research and partnered with TV personality Bobby Brazier to discuss our findings across broadcast and national media.

Our media strategy achieved high visibility, securing a lineup of interviews with Bobby on top channels, including a live appearance on Sky News and pre-recorded segments for Hits Radio, Times Radio, and major BBC regional stations. To date, 15 interviews have aired, reaching a cumulative audience of 8.9 million. Print coverage followed in Mail Online, Evening Standard, The Sun, and Daily Star.

The final call to action invited audiences to Discover Summer at an immersive Pick ‘N’ Mix pop-up, designed to bring a memorable, shareable experience to London. A pre-event media sell-in ensured high local visibility, drawing interest and foot traffic.

At the pop-up, Bobby joined us to create social content, chatting with guests about the most exciting things they’ve done recently—and what they’re looking forward to trying next!