Mentos takes the cheeky self-deprecating route for new campaign

12 Feb,2015

By A Correspondent


Brand Mentos from Perfetti Van Melle, India has announced the rollout of its new campaign that highlights new product features. The new Mentos is now bigger and softer – the same will be communicated by Ogilvy & Mather through a series of announcer films.


The television commercials revolve around characters that have no need for fresh ideas: entities like chicken, babies or potted plants. So, when the announcer enthusiastically explains to them how much better Mentos has now become, the characters shrug him off and continue with their lives. Then follows the campaign thought “They don’t seem to care, but you will.”


“This cheeky self-deprecating route is a fun way to announce the product developments without sounding too ad-like,” shared Anurag Agnihotri, ECD, O&M.


The campaign is also being backed by a strong 360 degree extension. The core thought of the campaign has been customised to engage the digital audience as well. This will be seeded on social media and multiple platforms like Youtube, Vuclip etc.


Commenting on the launch, Preeti Bhatnagar, Category Head, said “Mentos has been an aspirational brand for consumers for over a decade and has lived up to their expectations across all touch points. The new Mentos commercial is an announcer film highlighting the product improvement but does not look anything like a typical announcer. It has every bit of quirk and fun that all Mentos advertisements have. We are extremely excited and are quite confident that this will strengthen the brand core.”


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