Global Leading Multi-touchpoint UK & US Brand Activation
- FMCG
- Campaign of the Year
- Global
- Best Performing Market
- Sales
- & Distribution Increase in Gum
- 21 Million
- Views on Single TikTok Post (100k followers in 12 months)
- 4x
- The Industry Average Social Engagement
- 360 Degree
- Channel Campaign
Challenge
As Mentos UK’s go-to activation agency, as well as running full service social for the UK and USA across Meta, X and TikTok - our role is to keep the brand top of mind and achieve standout in a hyper-competitive category.
Solution
Our 360 ATL campaigns, shopper & always-on social for and implementation of the positioning 'Yes to Fresh' are fully integrated and set the precedent for global roll-outs.
Our strategy is not only to aim to dominate confectionery mental availability but also link to digital purchase too, with a digital consumer journey and a brand e-commerce strategy.
This has helped us to be agile by targeting those on the move and those working from home. Our experiential and immersive sampling has also brought to life 'Yes to Fresh', and also the escapism of chewing the tropical and cherry flavoured gum.
This was executed through our AV Creative, OOH, Digital and. beyond...all shot and produced in-house:
Mentos OOH
Not only did we smash our KPI's out of the park but Walker set a new precedent for the global campaign template.
Sarah Du Plessis, Marketing Manager - Mentos
Full-service Creative, Social & Strategy (All In-house)
TV, VOD & YouTube
Full Service Social
Experiential
Sampling
National Campaign Roll-out
Amazon Brand Store
Digital Display & Web
UK Activations
Influencer & Events
Packaging
On-pack Promotion
Shopper Marketing
Trade Comms
Full-Service Social UK & US
Joy-riding out and about, joy-scrolling at home
We create the content, manage the accounts, stay hands-on with the targeting, plan and buy the media and measure, track and report back on performance.
Our engagement is 4x the industry average, alongside an increasing reach and a new d2c e-commerce platform - all brought to life with standout and consistently distinctive content.
Men-toss or Men-toes?!
Turns out it's quite a controversial discussion and our latest TikTok video for client Mentos has hit 21million ORGANIC views and has over 43,000 comments with people from around the globe discussing the brands pronunciation.
Plus we gained 50,000 new followers to the TikTok page from that single video.
Nationwide Campaign Amplification
OOH - 400 locations up and down the country
Mentos Gum Nationwide Campaign
We went big, bright and bold, and through targeted media out-and-about and digital for people working from home, we could grab people's attention and associate pick-me-up content with the pick-me-up feeling of the Mentos products.
The 'bland-blocking' integrated nationwide campaign included:
- 2x TV commercials, seen across VOD, YouTube, Online and Social
- Experiential and Sampling
- National Outdoor Campaign
- Bespoke Amazon brand store page
- Custom full-screen experiences for Amazon Fire Tablets
- TikTok influencer campaign
- Display ads for Amazon Network
Our campaign amplifications are throughout the year and celebrate key NPD.
Mentos Fanta UK Launch
Proximity digital outdoor linked to shopper habits by location and time of day.
Mentos UK Influencer & Event Activation
Syncing with the Commercial Team
The key to our success in local activation is staying in tune with the commercial objectives and strategy.
Celebrating key NPD, washing through our content from ATL and into key sales touchpoints from e-commerce to trade events and POS.
Creating an Immersive 'Escape' Experiential Campaign
Our experiential and immersive sampling campaign at Barcode Festival included tropical scent machines, full sampling teams, tropical plants and a giant sweeper challenge.
The challenge was to create an immersive experience that not only brought to life 'Yes to Fresh' but also the escapism of chewing their tropical and cherry flavoured gum, which we achieved by providing stimulation for the senses and a moment where you simply couldn't think about anything else!
Mentos UK On-pack Campaign & Packaging Design
We were then tasked with bringing the new UK proposition in line with a on-pack promotion to increase conversion, as well as distinctiveness in the UK proposition.
Our social 'snap, share, win' campaign encouraged people to showcase themselves taking a moment, and saying yes to fresh, to win fresh experiences!
We used pixel-based social ads that target by different lifestyle needs against potential prizes to encourage participation. We've made sure the creative is distinct and on brand to translate the digital campaign towards what people will see when they walk in store. The nationwide campaign from concept to creation has been produced totally in-house:
- Strategy and Campaign Planning
- Animation and Creative Content Creation
- Competition Mechanics and Fulfilment
Share
Mentos - Award-winning Multi-touchpoint UK Brand Activation
As Mentos UK’s go-to activation agency, as well as running full service social for the UK and USA across Meta, X and TikTok - our role is to keep the brand top of mind and achieve standout in a hyper-competitive category.
