Naked Communications has turned strawberries into hitmen in a new campaign for Mentos.
To launch Mentos Strawberry in Australia, Naked has worked with FMCG marketers Stuart Alexander to create the campaign, which includes a new TV spot, as well as out-of-home and digital executions.
In the spot, two strawberry-headed hitmen give an unsuspecting victim ‘the ultimate flavour hit’.
Simon Veksner, head of ideas at Naked, said: “We needed to create a campaign that was instantly recognizable and enticed purchase. We’re confident that evoking the cool of pop culture hitmen will resonate strongly with our audience and the playfulness of the strawberry heads will draw them to the brand.”
Paddy Bryans, head of marketing for confectionary and snacks at Stuart Alexander, said: “Mentos Strawberry has only been in the market as a limited edition product, so the launch campaign needed to be fresh and ownable. The strawberry hitmen are great characters which perfectly showcase the spontaneous , humourous and unconventional tone of the brand.”
Stuart Alexander head of marketing: Paddy Bryans; brand manager: Chris Allan; Parfetti Van Melle country manager: Bill Crowder; Agency: Naked Communications; head of ideas: Simon Veksner; strategy director: Adrian Mottershead; account manager: Rachel Strobridge; agency producer: Gabrielle Flanagan; creative: Adrian McNamara; creative: Cat Mercer, Paul Bootlis; designer: Tim Batterham; TV production: Curious Film; director: Sam Kristofski; producer: Stuart Giles; media: Razor; business manager: Jamie Palmer; senior media planner: Katie de Belin
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