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Creative Award
Paris, France
Mentos - "Mentos® Fresh Talent (Trailer)" by PHNX Awards 2024

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TitleMentos® Fresh Talent (Trailer)
Agency
Campaign Mentos Fresh Talent
Advertiser Perfetti Van Melle
Brand Mentos
Date of First Broadcast/Publication 2023 / 10
Product CONFECTIONNERY
Business Sector Candies
Story Mentos® (Perfetti Van Melle Group) has been an emblematic player in the confectionery sector since 1932. Freshness is rooted in the brand's DNA, as evidenced by its signature "Yes to fresh". A very popular brand with young people in the 90s, it still enjoys excellent awareness, but is experiencing a lack of consideration among 18-35 year-olds.
67% of young people make music, most of them recording it in their bedrooms, sharing their creations and dreaming of making their name on it. But breaking through takes time, and very few manage to popularize their creations and to show their young talent to the world. Young artists can lose their freshness and motivation.
How to re-establish Mentos as an aspirational, cool brand rooted in pop culture, and to recreate brand preference among these young people? How to bring these young talents to light and allow them to reveal their freshness?
We wanted to offer a platform to young people by revealing their artistic identity.
We teamed up with music reference Spotify. We used their data to identify the 4 most promising artists, with the fewest streams but the greatest potential, from among a hundred or so young artist profiles: ALMÄ MANGO, YAASTER, LÉMOFIL & IGEE.4 music enthusiasts who seduced us with the talent and authenticity of their music, but still in the early stages of their careers.
Just like a real music label, we revealed their talent, from musical production to style, art direction, script and photos. We produced their very first video clip, a clip that looks just like them (+/- 1mn30s ).
DENTSU CREATIVE, accompanied by director Liswaya, co-created clips with the artists and the creative team, with very different styles, allowing the personalities of the 4 artists to come alive.
We broadcast their performances on all music promotion platforms: YouTube, Instagram, TikTok. On Spotify, the Mentos Fresh Talent playlist dedicated to these young artists featured 5 tracks per artist. Trailers, presenting the campaign, were broadcasted throughout the operation.
Philosophy Une campagne qui renoue avec l'univers de la musique et qui vise à recréer un lien privilégié avec sa cible.
Problem Marque très populaire auprès des jeunes dans les années 90, Mentos jouit toujours d'une excellente notoriété, mais connaît un manque de considération chez les 18-35 ans. Mentos® souhaite aujourd’hui recréer de la préférence de marque auprès des jeunes, en s'imposant à nouveau comme une marque aspirationnelle, cool et ancrée dans la pop culture.
Media Type Web Film
Length
Executive Creative Director
Deputy Managing Director
Art Director
Copywriter
Advertising Manager
Marketing Director
Chief Executive Officer (CEO)
Managing Director
Deputy Managing Director
MOTION DESIGN
Strategic Planning Director
Strategic Planner
Project Manager
Agency Contribution
Chief Executive Officer (CEO)
Deputy Managing Director
Managing Partner
Account Executive
Consultant
Consultant
Consultant
Project Manager
Production Company
Director
Producer
Head of Production
Post Production
Audio Post Production
Sound Track
Production Assistant
Assistant Director
Director of Photography (DOP)
Post Production
Editor
Grade
Sound Producer