After so long a pandemic, people are starting to leave the house to gradually resume their routine. Inspired by this resumption, the new campaign of Mentions – brand of candies and chewing gum belonging to Perfetti Van Melle -, enough to give a refresh in old habits and to help understand how to do it all over again, with all the care that the current moment requires.
Created by DRUID, the communication brings to Brazilian consumers the Mentos Clear Breath tablets, which guarantee 30 minutes of freshness, and Mentos Pure Fresh in tube packaging, format of crunchy chewing gum that fits in your pocket. The objective of the campaign is to invite the consumer to #DarUmRefreshComResponsa when returning to the roll, in flirting, at work, in games and in studies.
“By embracing our current cultural context, we were able to evolve the use of the brand’s communication concept and bring relevance to the new versions of Mentos in everyday situations”, explains Bruna Pastorini, Director of Planning and Data at DRUID.
Every campaign has an up-to-date language and brings entertainment content to talk to the consumer public in an inclusive, diverse and fun way. Different initiatives were developed for the digital, including Tik Tok, stories, posts and banners. In addition, the campaign also has the participation and co-creation of influencers such as LOUD Babi, Gusta Stockler, Camila Pudim, Vanessa Lopes, Rodrigo Rossi, Murilo Lorran, Leonardo Latini and Bia Napolitano to create content that will work on the communication of products and pillars of the brand amid themes of lifestyle, humor, creation, games and music.
Davide Campi, marketing director of Perfetti Van Melle in Brazil, highlights that in addition to reinforcing the functional attribute of freshness, which is one of the main consumption characteristics of the category, the campaign brings the emotional aspect, reflecting the current cultural and social context of the Mentos consumers.
“The campaign shows that we are attentive to the movements and routine of our consumers. This lighter and more diverse communication reflects on our current consumer. We want to be present at these moments, with a mix of content and entertainment, and we also reinforce the differentials of our products, an option that guarantees 30 minutes of refresh extended for the new routine and one that fits in your pocket. Each version of Mentos is ideal for different situations that we are going to live in the coming months, always reinforcing the caution that the moment calls for”, says the director.
Datasheet:
Agency: DRUID
Client: Mentos
Produto: Clear Breath e Gum Stick
CEO: Claudio Lima
COO: Evandro Guimarães
CGO: Bernardo Mendes
Art: Ayrton Bená
Copywriter: Marlon Zanatti
Attendance: Luiza Câmara and Jessica Santos
Influencer Manager: Isabella Antunes
Planning: Bruna Pastorini and Carla Rodrigues
Project Manager: Luiza Câmara
Media: Tamires Posenato
Motion & Editing: Renan Godoy
Client Approval: Marina Rodrigues
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