Mentos Australia is shaking up the gum aisle with the launch of Mentos Cube. In order to launch the new product, The Idea Shed has created a fresh campaign flipping traditional gum advertising on its head, putting the spotlight on the mouth as a tool for bold self-expression. With its cheeky, attitude-packed tagline “Bite Me”, Mentos Cube positions itself as more than just gum, it’s a movement for individuality, flavour, and fun.
The distinctive cube shape, vibrant packaging and intense flavour hit ensure Mentos Cube is unique in the market. To bring this uniqueness to life, the campaign embraces Gen Z’s love of irony, humour and rebellion and introduces a confident brand personality that is playful, proud, and never afraid to stand out.
The multi-channel rollout spans OOH, print, digital, social, in-store and experiential activations, ensuring the bold new look and attitude of Mentos Cube can’t be missed.
“We knew we had something special with Mentos Cube. Gen Z doesn’t want safe or same-old, they want something that feels like them. ‘Mouth Off’ gave us the chance to show up with personality, have some fun, and really stand out in a category that hadn’t changed in years,” said Nikolah Gibson, senior brand manager, Perfetti Van Melle.
“From the start, we wanted this to feel different, louder, cheekier and way more fun than other gum ads. Mentos Cube gave us the perfect excuse to throw out the gum rulebook and do something daring. We didn’t want to just launch a product, we wanted to spark a movement, and that’s exactly what ‘Mouth Off’ let us do,” added John Volkman, partner and ECD, The Idea Shed.
Credits:
The Idea Shed
John Volckman – Partner/ECD
Karin Andréasson – Head of Growth
Mia Gall – Account Director
Sophie Fergusson – Account Executive
Adrian Moore – Head of Creative Experience
John Fairley – Design Director
Paul Fiore – Senior Creative
Claire Hughes – Senior Designer
Gail Ma – Finished Artist
Chronicle
Dale Bennetto – Head of Production
Si Kirk – Photographer
Beth Carr – Producer
Stylist – Patrick Zaczkiewicz
Hair & Makeup – Kristyan Low
Retoucher – Elise Healy
CGI Artist – Aaron Foster
Mentos Australia
Nikolah Gibson – Senior Brand Manager
Michael Puglisi – Country Manager, Australia & New Zealand
Media Agency
Havas
