Tue, 03 Oct 2017 12:49:02 GMT
A better way to say hello This week sees the launch of a new limited edition of printed candy by Mentos. The company wanted to use this opportunity to excite millennials with a product they know and love, but have forgotten in recent years. The candy category is always trying to find new ways to attract consumers; new formats, new flavours, new promotions.
But to disrupt the category they needed to start from a different place - our brand idea. Mentos helps people to make fresh connections. The worst thing about saying hello is when you get ignored. Imagine what it must feel like when you say hello a hundred times a day, like a hotel doorman or a newspaper man. That’s why they gave them a pack of Mentos Say Hello, turning every Mentos candy into a little help to connect. Each individual candy was printed with one of 40 challenges, varying from a simple high five to a smooth moonwalk. This simple candy was enough to bring the meaning back into saying hello, and showed Mentos turning strangers into friends, one candy at a time.
The campaign went live in the UK this weekend during X Factor, with the 90s version running online and across social.