Mentos Gum
Overview
These days, introducing a new brand in the gum category in the aggressive, competitive gum market made up of major manufacturers such as Excel, Dentyne and Trident is quite a challenge. Especially considering that competitors have huge communications budgets compared to Mentos.
Mentos Gum needed to find an original way to stand out from the competition and clearly differentiate the new Mentos Gum product from their already well established Mentos.
Campaign objectives
- Build brand equity and awareness of this new product
- Prompt consumers to try the product
- Create buzz around the launch of the product (word-of-mouth/viral)
- Contribute to raising interest and demand (“push”) for Mentos Gum in the distribution network
- Continue targeting efforts in provinces with the highest development potential (Ontario, Quebec and B.C.), especially in the three greater metropolitan areas (Toronto, Montreal and Vancouver)
Concept
In the very competitive gum marketplace, the idea was to develop a unique selling language (USL) featuring the particular aspect of the product that makes it distinct from the rest — its round shape. To stand out from all the other types of gum and engage consumers, the Agency developed the “Making Art Pop” campaign using Mentos Gum packaging as part of the creative solution.
A multitude of Mentos blister packs were placed side by side on a canvas that featured packages of round pieces of gum, recalling pointillism — a painting technique from the Impressionist era using dots to make up the picture. One by one, the round pieces of gum were removed from different areas on the canvas, transforming the images into icons.
This visual representation distinctly depicted the brand attributes of Mentos Gum: original, free-spirited, with a refreshing shape and taste.
To create buzz and subsequent news factor, three public relation stunts were arranged simultaneously, featuring local artists creating amazing, large scale pieces of art out of real Mentos gum blisters in high-traffic areas. Samples were given out while the stunts took place. All the communications elements drove consumers to the “makeartpop.ca” micro-site to create their own works of art by “popping” virtual pieces of gum on three different canvases. Consumers could then share their work and cast votes. The viral component and top-rated works of “pop” art were then incorporated into user-generated on-line ads.
Media
- OOH — traditional and spectacular executions:
- Superboards alongside highways
- Subway station domination with large murals
- Subway shelters that were backlit filled with an illustration made out of real packs of gum or wrapped with giant Mentos Gum sleeves
- Skytrain — eight different cars were wrapped up
- Zoom miniboard-vendors were displayed in bars, restaurants and fitness clubs
- In-store small counter displays and ad bars in retail outlets
- TV: A media first — new 3 x 10-sec. format TV spot that was broadcast nationally during top-20 programming to create high frequency
The Makeartpop.ca website
- Drawing & Gallery sections: Users were able to create their own artwork and view other visitors’ creations
- Artist section: Learn more about the artists, the campaign and the process of using Mentos Gum to create works of art
Web placements
- Use of various creative formats (big box, pre-roll) in younger demographic environments
MusiquePlus (French version of MuchMusic) integration
- Buzz Clip sponsorship with an online contest to prompt viewers to create and pop-up their art
- Mentos Gum live event rewarding contest finalists
Stunts
- Talented artists created an original work of art “live” using Mentos gums over three days in high traffic areas of Montreal, Toronto and Vancouver
- Sampling was proposed during the stunt periods.
- “Teasers” announcing the stunt and a news release were sent to journalists.
Results
- Large numbers of those who had heard of Mentos Gum had tried it during the campaign!
- Sales were higher than the original objectives
- Sampling through Zoom mini boards reached very high numbers of young adults. Large numbers of samples were also distributed by the Mentos Gum promo team during the three stunt events
- Real net efficiency of the campaign: total aided awareness of Mentos Gum among those who saw at least one component of the campaign was double the anticipated percentage and proved to be even greater among those aged 18 to 34, the target group.
- In terms of advertising noise, Mentos ranked highly.
- Total reach was excellent.
Each component of the campaign was extremely popular and well above industry norms for
- Internet banners.
- Television.
- 3D fresco.
- The numbers of drawings posted online with average time spent per drawing.
- The numbers of viral message sent to up to two people
- The numbers of media properties, and blogs across the world
- The numbers of Canadians who were reached through traditional media
Actual sales results are not for publication.