Mentos unleashes the power of the cube in new ‘Mouth Off’ campaign via The Idea Shed

Mentos Australia is shaking up the gum aisle with the launch of Mentos Cube. The new campaign, created by The Idea Shed, flips 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 unlike anything else on 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.

Mentos doesn’t just talk about freshness. Mentos lives it.

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,” says Nikolah Gibson, Perfetti Van Melle Senior Brand Manager.

“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,” says John Volckman, Partner/ECD, The Idea Shed.

Creative Agency – 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

Client – Mentos Australia
Nikolah Gibson – Senior Brand Manager
Michael Puglisi – Country Manager, Australia & New Zealand

Media Agency – Havas