Mentos, the confectionary brand owned by Perfetti Van Melle and distributed by Stuart Alexander & Co., has launched its global ‘Mentos Say Hi’ campaign in Australia.
In a limited edition run, special single and multipack rolls will feature Mentos printed with 20 specially designed emoticons. Rather than sharing emojis online, Mentos is encouraging people to put down their smartphones and use emoticon-printed Mentos to spark fresh connections.
The supporting media campaign utilises new digital outdoor street furniture panels from JCDecaux, strategically placed in high-traffic commuter stations.
Product sampling, taking place in Melbourne, Sydney and Brisbane, will see consumers photographed imitating the emoticons, with images then appearing instantly on surrounding digital panels.
The campaign is also running across social media with 30 and 10-second videos on Facebook and Instagram, and 10-second pre-rolls on YouTube,
Samantha Hansen, country manager, Perfetti Van Melle said, “We’ve been talking with consumers for some time now about how Mentos can provide that little help to connect with someone new. The interactive digital panels give people an opportunity build that connection in real time.
“Looking ahead to 2019, we’ll continue to explore how we use these more conversational channels to build our brand message with consumers.”
In 2017, the ‘Mentos Say Hi’ campaign promoting limited edition Mentos printed with challenges included buses and digital panels in shopping centres, social media, nationwide sampling and in store promotions.