Yes To Fresh
Everyone needs a Yes to Fresh moment in their life.
Zero social contact and less routine moments resulted in a society in which people also chewed a lot less gum. So Mentos Belgium decided to do something about it and provided a new stimulus and a breath of fresh air (no pun intended) in our daily lives.
Influencers Julie Vermeire, Amy Courtens and Gerben Tuerlinckx showcased how easy and refreshing it could be to escape your daily routine in a split second. The campaign lasted four weeks and was distributed on TikTok and Instagram. Not only to increase awareness, but to really activate people to get their gum.
Yes To Fresh
As market leader, Mentos wanted to boost the relevance of chewing gum again.
Extra attention to authenticity was a top mark during the creative phase. A daily situation was devised for each influencer that could be taken from his or her life. For example, TikTok dance queen Julie Vermeire danced in her bedroom, Gerben took a trip with his aunt Germaine and Amy cycled through her beloved hometown.
Positivity and fun were two important factors that went perfectly together with #yestofresh.
The campaign exceeded expectations from the start. And yes it was definitely a refreshing moment when video views clocked in at over 700.000. With a contact frequency of 3, Mentos Mint and Strawberry were clearly appreciated by the Flemish teenagers and twenty-somethings.