It Matters To You: Mentos Has Improved

Mentos – the chewy mints produced by Perfetti Van Melle, India – has always been cool and smart. This reputation has been strengthened through its clever and slice-of-life commercials. Who doesn’t remember the ‘Classroom’ commercial where a boy gains entry into the class with a smart idea or the ‘Watermelon’ commercial where in a boy smartly dodges the traffic policeman. Today the brand tag line “Dimag Ki Batti Jala De” has become part of colloquial language.

For a brand whose core strength lies in innovation, it should come as no surprise that the product itself is evolving. The new Mentos is now bigger, softer and better. Ogilvy & Mather, has devised a way to communicate the product enhancements in a series of announcer films that are nothing like announcer films.

Mentos, as we all know, ‘Helps you think fresh’. The television commercials though, revolve around characters that have no need for fresh ideas: entities like chicken, babies or potted plants. So, when the announcer enthusiastically explains to them how much better Mentos has now become, the characters shrug him off and continue with their lives. Then follows the campaign thought “They don’t seem to care, but you will!”

“This cheeky self-deprecating route is a fun way to announce the product developments without sounding too ad-like.” says Anurag Agnihotri, ECD, O&M.

The campaign is also being backed by a strong 360 degree extension. The core thought of the campaign has been customised to engage the digital audience as well. This will be seeded on social media and multiple platforms like Youtube, Rocketalk, Vuclip etc. The radio spots are a quirky take on the already unique route. Through a series of distributor and retail launches, the 'Bigger, Softer, Better' message was spread as a pre-cursor to the television campaign.

Commenting on the launch, Preeti Bhatnagar, Category Head, said “Mentos has been an aspirational brand for consumers for over a decade and has lived up to their expectations across all touch points. The new Mentos commercial is an announcer film highlighting the product improvement but does not look anything like a typical announcer. It has every bit of quirk and fun that all Mentos advertisements have. We are extremely excited and are quite confident that this will strengthen the brand core.”

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