Mentos - "MENTOS® FRESH TALENT"

DENTSU CREATIVE

DENTSU CREATIVE Paris, France

Awards

385

Marque: Mentos
Pays: France

Annonceur: Perfetti Van Melle

Titre	MENTOS® FRESH TALENT
Brief	Very popular brand among young people in the 90s, Mentos has an excellent reputation, but lacks recognition among 18-35 years old. To re-create brand preference and establish itself as an aspirational, cool brand rooted in pop culture, Mentos launches "Mentos® Fresh Talent", reconnecting with the world of music, recreating a special link with youth.Like a record label, Mentos® teamed up with Spotify to select 4 promising French talents: ALMÄ MANGO, YAASTER, LÉMOFIL & IGEE, all passionate about music and still in the early stages of their careers.To help them make a name for themselves, Mentos offers them the chance to produce a video clip in their own style, and broadcasts it to as many people as possible.DENTSU CREATIVE and director Liswaya had "carte blanche" to co-create clips with the artists and creative teams, using very different universes to reflect and bring to life the 4 artists personalities.What is original is the way the brand connects with its target. It infiltrates centers of interest like music and creates culture. It finds a social role for itself by acting as a music label to help young artists to emerge.The "MENTOS® FRESH TALENT" playlist, highlight of the campaign, was created to help discover these new talents, 5 tracks per artist.
Agence	DENTSU CREATIVE
Campagne	Mentos Fresh Talent
Annonceur	Perfetti Van Melle
Marque	Mentos
Date de première diffusion/publication	2023 / 10
Secteur d'activité	Bonbons
Synopsis	Mentos is a brand of packaged scotch mints or mint-flavored candies sold in stores and vending machines. First produced in 1932, they are currently sold in more than 130 countries worldwide by the Italian-Dutch corporation Perfetti Van Melle.The mints are small oblate spheroids, with a slightly hard exterior and a soft, chewy interior.
Type de média	Digital
Directeur artistique	Benoit DELDIQUE
Concepteur / rédacteur	Sacha Baroukh
Responsable de la production	Anthony RATON
Chef de projet	Mathilde Roux
General Manager	Nathael Duboc
Réalisateur	Liswaya
Maison de production	Blackbox
Producteur	Dorian Salort
Directeur de la production	Sébastien Cosset
Directeur de la création	Sébastien Zanini
PDG	Cécile Bitoun