Launching the Mentos Discovery Tube with a Fresh Take for Gen Z
- ClientMentos
- ObjectiveReach a Gen Z audience with a new product launch
Challenge
Mentos wanted to raise awareness of its new Mentos Discovery tube—staying true to its brand ethos of saying “yes to fresh” while doing something creatively new. The key challenge was reaching a younger Gen Z audience, which typically falls outside the core demographic of traditional broadcast media.
Approach
To bridge the gap between Gen Z relevance and broadcast appeal, we brought in Bobby Brazier—a rising talent known to Gen Z through his social media presence and relatable personality, while also resonating with wider audiences thanks to roles on Strictly Come Dancing and EastEnders.
We built an integrated campaign, collaborating closely with our Content team to produce vibrant, engaging social content. These assets were shared across both Bobby’s and Mentos’ channels to maximise reach and authenticity.
At the heart of the campaign was a carefully crafted data story, aligned with previous brand themes but refreshed to support the Discovery concept—focusing on how people are discovering new things about themselves and the world around them.
Impact
The campaign delivered strong national and regional broadcast coverage, with a potential reach of nearly 10 million. By pairing the right talent with a clear strategy and platform-specific content, we brought Mentos’ latest innovation to life—keeping things fresh for a whole new audience.
Other Case Studies
