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Mentos Makes a Big Deal about Small Talk

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Chuckle-worthy BBH campaign shows how printed gum can start fresh connections

Mentos Makes a Big Deal about Small Talk
Mentos’ new campaign aims to help get people talking in the real world. 

As the sweet snack brand is famous for creating fresh connections, BBH’s creative idea champions small talk. Why? Because it is small, underappreciated but also very powerful - no connection would start without it.

The campaign builds on the insight that the brand’s audience, 18 to 35 years old, can find it tough to pluck up the confidence to talk to someone new. They need a little boost of confidence to help them take that first step. 

People hate small talk when meeting someone new for a simple reason. It’s painful. The same tragic chats talking about the weather, traffic, your morning, the game last night, kids, holidays, it’s tedious. But it doesn’t have to be this way, what if you talked about amazing things...? 

After two limited editions of printed Mentos Candy, the brand is introducing a limited edition of printed Mentos Gum: gum with a small talk topic’s illustration printed on it. 

In the 60-second film directed by Hungry Man’s Dave Laden, two strangers, who clearly don’t have a lot in common, find themselves in an awkward situation. But Mentos Fresh Talk gum inspires them with a topic to small talk about and they soon make a connection. 

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International Marketing Manager: Arun Sharma

International Media & Digital Marketing: Daan Simonis


Creative agency: BBH

BBH Creative Director: Kimberley Gill

BBH Creative Team: Linda Weitgasser and Fred Rodwell

BBH Creative Director: Kimberley Gill

BBH Strategist: Margherita Tuvo

BBH Strategy Director: Tom Hargreaves

BBH Business Lead: Julian Broadhead

BBH Account Manager: Francesa Somerville

BBH Account Director: Emma Johnston-Donne

BBH Producer: Sarah Finnigan-Walsh


Production Company: Hungry Man

Director: Dave Laden

Executive Producer: Matt Buels

Producer: Jack Beardsley

DoP: Jamie Ramsay

Post Production

Post Production: Envy Advertising


Editor/Editing House: tenthree


Sound: Adam Smyth @ String and Tins


Associate Creative Director: Niek Van Wingerden

Digital Producer: Kevin McCloat

Junior Designer: Sophie Harper

Junior Designer: Josh Bailey

Designer & Illustrator: Minerva Friere,

Genres: Comedy, People, Dialogue

Categories: Food, Confectionery

BBH London, Fri, 18 Oct 2019 11:24:25 GMT