In this week’s edition of “The Reel Ad of the Week,” we shine the spotlight on Mentos, the beloved chewy mints that have captured the hearts of millions worldwide.
The candy brand has teamed up with viral music video maestros, The Gregory Brothers, along with a roster of social media influencers, to create an anthem that rekindles the joy of chewing Mentos.
Over the years, Mentos aficionados have concocted an array of imaginative and offbeat uses for these iconic mints, from taking minty baths to blending them into mouthwatering smoothies.
To honor these inventive fans while emphasizing the true essence of Mentos – delicious chewing – the brand has unveiled a captivating music video. This creative endeavor, developed in collaboration with the independent creative agency Highdive, pays tribute to the inventive Mentos community.
Craig Cuchra, VP of Marketing at Perfetti Van Melle North America, the company behind Mentos, expressed the motivation behind this project, stating, “We really wanted to pay homage to the fact that the iconic mint has been enjoyed in many different, fun, and comical ways over the years. We’ve loved seeing how people have used their creativity with Mentos Chewy Mints, but at the end of the day, they really are made for refreshing chewing, and this music video tells that story perfectly.”
The music video, created by Highdive, is a fun montage of user-generated content from various corners of the internet, showcasing the plethora of imaginative ways people have incorporated Mentos Chewy Mints into their lives. It features prominent social media influencers such as @alispagnola and @inaecakes, who transform Mentos into exquisite works of art and even integrate them into delectable cake creations.
The Gregory Brothers take the stage, delivering a catchy chorus that underscores the essence of the candy: “ohhhh it’s true! Mentos were made to chew!” The video is now making waves across TikTok, Instagram, and YouTube, shared by The Gregory Brothers, content creators, and the Mentos brand. Watch below:
Chad Broude, co-founder and co-chief creative officer at Highdive, shared the rationale behind their choice of collaborators, saying, “The brand has some serious nostalgia, and we felt that The Gregory Brothers were the perfect viral video sensation to bring this catchy song to life. We think this song will ignite some ideas and memories about Mentos Chewy Mints and inspire people to do some chewing, and maybe a little doing.”
The Gregory Brothers’ social links are releasing the video as well:
As we continue to savor the delightful chewiness of Mentos, this music video serves as a quirky reminder that sometimes the simplest pleasures are the sweetest.