Project Commissioner

Stuart Alexander

Project Creator

Think

Project Overview

This project involved developing and implementing a promotional campaign for Mentos, cantered around the tagline "Say Yes to Fresh." The goal was to promote positivity and encourage shoppers to buy more product. The promotion included personalized prizes that aligned with consumer desires and offered an attractive perceived value. We took a comprehensive approach to the project, from concept development to design, manufacturing, personalisation, packing, and shipping.

Team

Alan Lom - Account Director Jaime-Lee Wright - Account Manager Jordan Cleary - Account Executive James Daniels - Executive Creative Director Marek Bona - Head of Design Johnathan Akiki - Art Director

Project Brief

Our colourful, fun, and fantastic flavours are now accompanied by our new global tagline, "Say Yes to Fresh," which embraces positive thoughts and vibes. We were tasked to create a promotion that would help Increase brand engagement and sales through an on-pack promotion that resonated with Mentos' target audience and supported their new tagline.

Project Innovation/Need

To make our latest on-pack promo a winner, we took several factors into account. We understood what people wanted and knew what they perceive as valuable. Adding personalisation to our prizes made the decision-making process even easier. From concept development and design to manufacturing and personalisation in our state-of-the-art factory in Vietnam, we said "yes" to it all. Our dedication to providing a seamless experience continued with packing, fulfillment and shipping to Australia.

Design Challenge

There were several design challenges that we faced when creating this on-pack promotions: With our On-pack promotion involved adding our promotional messages and graphics to the packaging of a product. Available space on our packaging was limited, which made it pretty challenging. We overcame these obstacles with a short and punchy call-to-action and a simple QR code that needed to be scanned for ease of entrance. Personalisation can be a massive challenge as trying to ensure the promotion is broad enough to allow for personal preferences there is always a limit to how much you can personalise. We managed to overcome this obstacle by having two elements of personalisation. The first being the design and colour of their socks and the second being the "Say Yes Message"

User Experience

There are a couple of factors that we believe made this activation a winner. The first being the prize–understanding what people want and knowing what that perceived value looks like is a huge factor and adding personalisation, helps make that decision even easier. From concept and design development to the manufacturing and personalisation in our state-of-the-art factory in Vietnam to packing, fulfilment and shipping to Australia, we said yes to it all. Entrants were greeted with an easy to enter QR code, a simple website design to create their own personalised socks and with distribution and postage going directly to their homes, there were no barriers to entry. The public reacted with enthusiasm with over 42,000 entries, 76,000 visits to the promotional website and 5,000 prize winners with a 100% redemption rate. By giving people what they want and encouraging them to say yes, Mentos proved that anything is possible with a little bit of fun, flavour, and positivity.