Creative agency The Idea Shed and confectionery brand Mentos have launched their boldest campaign yet, ‘Mentos Fresh Sounds’. This nationwide initiative, in collaboration with Vinyl Media, Havas Media and Havas Play, is designed to support the next wave of Australian music talent.
Running from July through October 2025, ‘Fresh Sounds’ brings a new energy to Mentos’ ongoing ‘Yes to Fresh’ platform. With a renewed take on how brands connect with youth culture, Mentos is swapping traditional advertising for something far more meaningful, and that is real support for local artists.
The campaign includes a purpose-built Fresh Sounds Portal, inviting emerging artists to submit their music directly to Rolling Stone Australia’s editorial team via a Mentos-branded discovery platform. This feeds into the Fresh Sounds Hub, a curated online space showcasing undiscovered Australian artists who rarely get mainstream exposure.
The campaign’s creative identity reimagines Mentos as sound with executions turning the iconic dragees into AirPods and soundwaves, creating a playful fusion of flavour and music.
The campaign is brought to life across OOH, print, social and digital, including bold tram take overs across Sydney and Melbourne.
“Fresh Sounds isn’t just a campaign; it’s our promise to back emerging Australian talent in a real way. With ‘Yes to Fresh’ at the heart of our brand, we’re proud to create opportunities for the next wave of artists to be seen, heard, and celebrated,” said Nikolah Gibson, Perfetti Van Melle senior brand manager.
“With Mentos Fresh Sounds, we set out to create a campaign built for genuine music discovery. By turning Mentos into a symbol of sound that’s bold, vibrant and full of flavour, we created a campaign that doesn’t just speak to youth culture, it amplifies it. It’s about giving emerging artists a stage and giving audiences something fresh to tune into every day,” added John Volckman, partner and ECD at The Idea Shed.
‘Fresh Sounds’ represents a shift in how brands engage younger audiences. With over 80 per cent of artists on Spotify not reaching 1,000 monthly listeners, the campaign offers a real shot at recognition for local talent, turning branded content into a genuine cultural platform.
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
Paul Fiore Senior Creative
John Fairley Design Director
Claire Hughes Senior Designer
Gail Ma Finished Artist
Chronicle Studios:
Dale Bennett Head of Production
Isaac Brown Photographer
Beth Carr Producer
Patrick Zaczkiewicz Stylist
Kristyan Low H&MU
Elise Healy Retoucher
Mentos:
Michael Puglisi Country Manager – Australia & New Zealand
Nikolah Gibson Senior Brand Manager
Agency Partners:
Strategy and Media: Havas Media
Partnership Management: Havas Play
Publisher Partner: Vinyl Media Group
