Mentos ‘Pops’ from its competitors

Is gum the new paint?

Is gum the new paint?

Not quite, but Mentos has figured out a way to turn its round gum and packaging into an artist’s canvas, with a recent campaign featuring works of art created from the product.

‘It’s tricky because you need to make the positioning distinctive, but also in line with the overall Mentos brand,’ says Laurence Pichon, Canadian marketing director at Montreal-based Perfetti Van Melle Canada.

She briefed her agency, Cossette Montreal, and CD Patrick Beauduin came back to her with the idea of highlighting one of the gum’s key differentiation points – its round shape – by making ‘PopArt’ by popping the pieces of gum out of their packaging. ‘I thought it was an absolutely brilliant idea. After that, the rest of the campaign was easy,’ says Pichon.

Mentos did three PR stunts last month in Montreal, Vancouver and Toronto, featuring artists creating large pieces of art out of Mentos gum blisters in high-traffic areas like the Métro and Toronto Eaton Centre.

A microsite, www.makeartpop.ca, lets users create their own works of art at home by ‘popping’ out gum. At press time, the site had attracted 50,819 unique visitors and over 12,600 virtual drawings.

The campaign, which is running across Canada in English and French, also includes TV and OOH executions playing on the ‘PopArt’ theme. MusiquePlus was so impressed with the idea, they pitched a promo to take the concept even further and built their own Mentos ‘PopArt’ competition, which Pichon happily signed off on. It’s being promoted at musiqueplus.ca, and winners will be featured on a special segment on the station.

Pichon plans to do another guerrilla effort in July.

client: Laurence Pichon, national marketing director

agency: Cossette Communication-Marketing/Blitz

VP, creative convergence: Patrick Beauduin

CD: Antoine Bécotte

web CD: Katherine Melançon

copywriter: Antoine Bécotte, Janine Hopkinson

AD: Antoine Bécotte, Nicolas Thiboutot

client services: Sylvain Lemieux, Shirin Gunny, Claire Simoneau, Katherine Ruiz, Brian Bauer

execution: Marie-Julie Dallaire

photo director: Jérôme Sabourin

production house: Cinélande

production: Sylvie Dubé

agency production: Stéphanie Côté

management team: Julie Harvey, Nathalie Robillard

sound: Yan Dal Santo, Sonart

music: Apollo