Mentos reveals part of its formula in latest brand campaign via Isobar and Passion Pictures

Mentos has launched its new brand platform, ‘Made From Awesome’, kicking things off with a new execution to launch their Smoothies flavour. Over the coming months, the platform will feature a slew of new spots for each of its existing signature flavours.

 

Brought to life in collaboration with Passion Pictures, the wacky spots go behind the scenes of the Mentos Made from Awesome Labs to reveal what gives each and every candy it’s delicious trademark flavour.

With a cow delivering some show-stopping piano dexterity to a mango, banana and strawberry, the launch spot highlights the awesome flavours packed into Mentos’ new Smoothies flavoured roll.

Says Samantha Hansen, country manager, Perfetti Van Melle: “Since the iconic Freshmaker work in the 80’s, Mentos has always used a quirky brand of humour to deliver its brand message. The new ‘Made from Awesome’ platform delivers a fresh and updated Mentos brand personality to a new generation of consumers, whilst reminding them that our product is made with a perfect mix of great tasting stuff and a hefty dose of fun. Without revealing all our trade secrets, we can tell you that ‘awesome’ is pushed into every little candy coming off the line.”

Says Jack Delmonte and Hadleigh Sinclair, creative directors of Isobar: “It’s been a privilege to work on Mentos. For years they’ve held a very special place in our car consoles. There’s something unique about the flavours and we’ve always felt there was more to them than meets the tongue. So for their new brand platform the Isobar team, alongside wonderful clients Perfetti Van Melle and Stuart Alexander & Co, and the talented people at Passion Pictures, wanted to uncover what exactly makes them taste so awesome. We’ve had more than a little fun showing how awesomeness is injected into all the products across the Mentos range.”

This is the first work to come for Mentos since the WiTH Collective brand merged with Isobar Sydney.

Says Tom Tearle, general manager, Isobar Sydney: “It’s been an exciting time to work with Mentos and we’re proud to showcase this work as part of our newly bolstered creative and marketing offering. It’s a huge credit to all involved.”

The year long ‘made from awesome’ campaign will live across social, out of home, online video and catchup TV.

Client: Stuart Alexander & Co
Ann-Marie Raza, Head of Marketing
Katie Hunter, Marketing Manager
Lisa Fosco, Senior Brand Manager
Media: Havas Media
Ella Macdonald, Account Director
Holly Leibovitch, Account Manager
Estefany Vejarano, Investment Manager
Alexandre Rowley, Account Executive

Agency: Isobar
General Manager: Thomas Tearle
Creative Directors: Jack Delmonte, Hadleigh Sinclair
Creative Leads: Phil Robbie, Cat Williams
Strategy Lead: Rachel Pool
Group Account Director: Emily Taylor-Delplanque
Account Director: Amelia Bryant
Head of Production: Iain Todd
Senior Content Producer: Tom Pearce
Client:Perfetti Van Melle
Samantha Hansen, Country Manager, Australia and New Zealand
Lauren Hitchens, Senior Product Manager, Australia and New Zealand

Production Company: Passion Pictures
Director: Nick Lines
Executive Producer: Graham Pryor
Head of Production: Chelsea Nieper
Producer: Helen Randall
Junior Producer: Liz Manning
Head of CG: Adrian Oostergetel
Character Design: Max Clifford, Jac Nguyen
Concept Art: Jason Pamment, Sacha Bryning
Storyboards: Ben Jelfs, Jeffrey Phillips
Modelling: Paul Braddock
Rigging: Nick Lines
Character Animation: Ben Hubbard, Craig Baxter, Sauce Vilas
Texture, Lighting & FX Animation: Duncan MacDonald, Nathan Juno
Compositing: Nick Lines
Audio: Squeak E Clean Studios