2016 Winners & Shortlists

Brief Explanation

The objective of this campaign was to launch their new package which grew from an old 38 piece bottle to a new, bigger, better 72 piece one. We wanted people to never run out of Mentos, which was the spark for our idea. We looked at what people always ran out of; whether it was fuel, battery, money or time, and came up with the main idea to house our campaign. The insight thus emerged from the essence of ‘Never Run Out of Freshness’ - associating with both the new product launch and the freshness ethos of Mentos itself.

Results and Effectiveness

• The Campaign delivered over 9.1 million+ video views on Facebook and YouTube, 4.3 million of which were completed views. • We had over 101,000+ post interactions on Facebook with over 6.5% engagement rate on the videos overall. • The campaign was so successful that CommunicateOnline listed us as one of the region’s best viral campaigns, within the first week of launch itself. • We received extremely high engagement on the competitions held on radio, pushing even more people to our website and Social pages.

Creative Execution

We created 3 humorous videos around situations faced in daily life and posted on Youtube and Facebook driving our audience to the microsite. We re-branded Mentos’ Facebook page and pushed video teasers. Online and radio competitions were held for people to share things they would like to neve run out of. We distributed Mentos samples and downloadable props among the TA to take pictures and submit online. Online winners won one of 72 T-shirts and we produced videos of them getting the very things they run out most. Every post, entry and winner were featured in real-time on the microsite.

Insights, Strategy and the Idea

As a brand, Mentos is a masqueraded form of humour itself. It is that missing ingredient in the everyday grind that makes life a little more tolerable, just like having a sense of humor. We also knew that consumption of humorous content was extremely popular in the Arab world. This was the essence behind our creativity in the videos. The strategy was focused on making videos that would bring about the efficacy and fun of #NeverRunOut and engage the core idea with the Mentos promise of never running out of freshness thanks to 72 pieces in the new bottle introduced.