2014 Winners & Shortlists

Results and Effectiveness

In the first days of our launch, #GiveThemAMentos was proving to be a success with our Memes and Tweets circulating the blogosphere and social media. In the first 2 weeks alone, Facebook Post likes on Mentos Arabia increased by 344%. Facebook Post Shares also jumped by a refreshing 938%. A significant growth in engagement levels compared to previous content. And 8 weeks later, over 3.7 million unique people were reached with over 4.7 million social media impressions. With thousands of New Facebook fans joining Mentos Arabia, it was clear that our audience found our content refreshing too.

Creative Execution

Inspired by this cultural insight, we created a highly entertaining platform for Arab youth on Social Media, generating hilarious Facebook Memes and Tweets in Arabic and English, inspired by everyday situations in our culture that could really use some fresh thinking. From melodramatic moms, to our obsession with plastic wrap, we encouraged people to #GiveThemAMentos when others don’t make sense. We launched our campaign with a TV ad, drawing viewers to visit our campaign hashtag to view our refreshing content in Arabic and English, but also to tag situations in their everyday lives that need fresh thinking. With the help of Twitter – we even sent out packs of Mentos to those in serious need of fresh thinking, not only giving people a Mentos digitally, but in reality too.

Insights, Strategy and the Idea

Mentos wanted to adapt their ‘fresh thinking’ global platform to produce their first-ever campaign for the region. It also needed to increase brand engagement with Arab youth in a more relevant way. With this in mind, we discovered something that fit the brand proposition perfectly. As Arabs, we often find ourselves doing things that don’t make sense, yet we do them anyway as part of culture. Call them idiosyncratic or plain bizarre; we’ve all partaken in these behaviors. This unique insight inspired our campaign, where it is during these moments that Mentos is the ‘fresh thinking’ needed when people around us don’t make sense. With social media as a massive channel of expression in the region among teens, and Memes trending among Arab youth as a language of its own, it was the perfect way for a refreshing brand like Mentos to tap into this youthful audience.