Mentos is tapping into 90’s nostalgia—and TikTok’s algorithm—with the return of one of advertising’s most iconic jingles: The Freshmaker. To celebrate the jingle’s 35th anniversary, the candy brand has launched a playful new campaign developed in partnership with creative agency Highdive and musician/creator Carter Vail.
The campaign features nine original videos built around a reimagined version of the beloved 1990 jingle, updated with lyrics that tackle modern, often hilariously specific problems—from texting an ex who’s clearly moved on, to catching “the ick” over how someone holds a spoon. It’s all part of Mentos’ cheeky reminder: while the mint can’t fix your mess, it can still make you smile. Watch some of the hilarity below:
Before memes were memes, The Freshmaker became a cultural phenomenon, spoofed by Clueless, Entourage, and Foo Fighters. Now, with Gen Z and Gen Alpha embracing everything from butterfly clips to Beanie Babies, Mentos is giving the jingle a second life—this time as bite-sized, musical comedy.
To bring the idea to life, Highdive enlisted Carter Vail, whose distinctive visual style and ‘90s-influenced humor made him the perfect fit for the campaign. Vail not only performed the new jingles but also wrote and produced a remix of his own, bringing his signature charm to the campaign’s centerpiece.
Joining Vail is fellow TikTok favorite Kyle Gordon (3M followers), who contributes additional social content and helps extend the campaign’s reach across platforms.
The entire series was directed by Hannah Levy of Tool, a veteran of Saturday Night Live whose own comedy roots lend authenticity and a wink to the original ads. Levy embraced the challenge of striking the right tone: “It was so much fun to find the perfect balance of modern and 90’s for the campaign,” she said. “The result is new but immediately familiar.”
To enhance the quirky vibe of the spots, the team used AI-generated imagery to supplement live footage and stock visuals, creating scenes that are purposefully absurd—but totally on-brand.
Launching May 1 across TikTok, YouTube, iHeart, and other digital platforms, the campaign marks a bold and fresh (pun intended) move by Mentos to connect with younger consumers—without forgetting where it came from.
“The Freshmaker is one of the most iconic jingles in history,” added Chad Broude, Co-Founder and Co-CCO of Highdive. “But we didn’t just bring it back—we brought it back with a twist. Instead of Mentos saving the day like it used to, now it doesn’t really help your problem. But hey, at least you have Mentos. It’s a more honest, irreverent approach that feels right for today’s audience.”
“The original Freshmaker series may not be on most younger people’s radar, but it feels like something that could exist on TikTok today,” said Carter Vail. “It was such a fun project to play with that heritage, and to update it to modern problems. People are going to love it.”
