Mentos takes its roll to the streets

The candy co is asking Canadians to show their minty faces online, and creating OOH using a machine that generates images from almost 2,000 Mentos rolls.
Copied from Media in Canada - Mentos_TSA_1

Mentos is relaunching its mint roll (the oldest candy in its fleet) with a new OOH and digital campaign that matches the historical sweet with a new technology.

With media and creative by Cossette, the campaign, which runs until November, features OOH ads in Montreal, Toronto and Vancouver created using a machine that features 1,920 Mentos rolls that move around to showcase the minty faces of the campaign.

All OOH ads drive Canadians to, where they are urged to show their own minty face until next Tuesday, with the person whose face gets the most votes winning $5,000, says Antoine Bécotte, chief creative officer, Cossette.

Bécotte says the brand went with OOH to hit the candy’s target of 18- to 35-year-olds because it is likely to reach them as they are taking transit or walking the streets. “It’s easier to reach them that way rather than using radio, or going strictly on the web,” he says. “It’s an easy media placement, but it is powerful for us.”