VMO has announced the launch of its first campaign on The Cube in partnership with Perfetti Van Melle’s Mentos, via Havas Media.
The experiential 4×4 metre LED display has come to life in the heart of one of Sydney’s busiest retail and commuter hubs, World Square, as part of Mentos’ launch of its unique new cube gum range and cheeky “Mouth Off” campaign.
Leveraging a format that mirrors the product’s distinctive cube shape and packaging, the high-impact format dominates its environment with full-motion creative visible from every angle. A bold 3D animation brings the pack to life, alternating between flavours before transitioning into a POV-style video designed to grab attention, while surrounding screens feature static campaign lines and dynamic 3D effects that amplify the gum’s unique cube form.
“We’re beyond excited to be the first brand to bring a campaign to life across VMO’s new format, which perfectly and creatively aligns to our new product, said Nikolah Gibson, senior brand manager, Australia and New Zealand at Perfetti Van Melle.
“To connect with Gen Z, we knew we had to break the mould. Mentos Cube isn’t just gum—it’s a burst of flavour that celebrates self-expression and individuality. This campaign gives our target market something as fresh and bold as they are.”
“Seeing the first campaign come to life on The Cube shows exactly why this format is changing the outdoor game in Australia. It’s bold, unmissable and unlike anything else,” commented Paul Butler, managing director of VMO.
“We’re thrilled to have Mentos on board as the launch partner. This campaign captures everything The Cube was built for—bright, powerful creative, spot-on alignment, and an execution that not only looks epic, but proves how well innovation and creativity play together on this game-changing format.”
The Mentos Cube campaign is running on The Cube at World Square until Sunday, supported by a sampling activation to immerse audiences in the fresh taste of Mentos Cube at the exact moment of impact, and amplified across VMO’s path-to-purchase and large-format retail networks.
The broader campaign also spans transit and social media, tapping into Gen Z’s world of bold self-expression and everyday play.
“Showcasing the cube was central to our strategy—carrying Mentos Cube’s distinctiveness from product to media through its bold cube packaging and form,” said Tania Teurquetil, strategist at Havas Media.
“Pairing Mentos Cube with a media format that brought this to life ensured it stood out and became unmissable for Aussie gum chewers,” added Laura Beckmann, account director at Havas Media.
VMO launched The Cube earlier this year as part of its revolutionary new suite of outdoor screen solutions, Dimensions.
Credits:
Client: Perfetti Van Melle
Strategy and Media: Havas Media
Publisher Partner: VMO
Campaign Creative: The Idea Shed
