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

Based on this 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 our audience to #GiveThemAMentos when others don’t make sense via our campaign hashtag. We launched our integrated campaign with a fresh TV ad that drove viewers to experience our content on social media. With the help of Twitter – we even sent out direct mail packs of Mentos to those in serious need of fresh thinking. Through multiple media channels, we found a variety of ways to give people a Mentos, when those around them need fresh thinking the most.

Insights, Strategy and the Idea

Mentos wanted to adapt their global platform of ‘fresh thinking’ to produce their first-ever integrated campaign for the Middle East. We also needed to increase brand engagement with Arab youth in a more relevant and refreshing way. With this in mind, we discovered something that fit perfectly. As Arabs, we often find ourselves doing things that don’t really make sense, yet we do them anyway as part of culture. Call them idiosyncratic or plain bizarre; we’ve all partaken in these odd behaviors. This unique insight inspired our integrated campaign, where it is during these moments that Mentos is the ‘fresh thinking’ needed when people around us don’t make sense. This gave birth to our campaign slogan GiveThemAMentos, encouraging Arab youth to reach for Mentos when people around them need some clarity.