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Capturing Gen Z's attention and imagination, we had to showcase Mentos' new Discovery range with a PR-worthy event, sparking social engagement and hype while highlighting the brand’s fun, adventurous, colourful personality.
While Mentos is already known for its playful personality, the challenge was to translate this into a real-world moment that would capture the imagination of a digitally native, hype-driven audience.
Our strategy was a multi-touchpoint Mentos Discovery playground, with an immersive pop-up, innovative sampling and gamification, supported by a celebrity surprise, social amplification and guerrilla street sampling.
Our ‘Pick n Mix’ pop-up burst onto the scene in a rainbow of Discovery colours, taking over a space in vibrant Soho.
Our main feature was our ‘Pick n Mix’ station: 14 tube dispensers of Mentos Discovery flavours, where guests could vote for their top flavour choice. Guests could also chill out on neon bean bags while our DJ spun summer anthems to create a playful party atmosphere.
Celebrity Bobby Brazier popped down to pick his favourite flavours, surprising attendees as they snapped shareable content with him at the event. Plus, we sent our Pick n Mixers out on the streets to encourage people to pop by and discover Mentos for themselves!
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