Mentos asked us to raise awareness amongst Gen Z of its fruit flavoured gum as a bold and adventurous choice. The brand was an official sponsor of Capital's Summertime Ball and tasked us with ensuring we created a buzz with fans on Wembley Way.
What we did
We identified TikTok superstars and pranksters Woody and Kleiny as the perfect duo to engage Gen Z visitors to the ball with Mentos. Our action-packed day included filming editorial and social media content, capturing authentic reactions to Mentos fruit flavoured Gum.
We worked closely with the talent to ensure key brand messaging was incorporated into the content without diluting Woody and Kleiny’s natural spirit.
Pairing our content with a report that looked at the age Brits are most adventurous at, we sold in our video and research results to national and lifestyle titles securing over 50 pieces of coverage, reaching over 1 billion people. Coverage included The Sun, Daily Express, Daily Star and Mirror.co.uk. Content also landed on Woody and Kleiny’s social channels, reaching millions more people who weren’t at Summertime Ball. Engagement levels on Instagram were at 4% an excellent result for such a high-profile account.
We were able to demonstrate that even with ‘no new news’ from the brand we could generate publicity and reach for Mentos. This campaign was signed off just three weeks before launch date, and the client was impressed with our agility and ability to respond quickly and accurately to the brief.
Kim McMahon, brand manager, Mentos Gum