Mentos taps Gen Z humour in cube-shaped gum campaign by The Idea Shed

Mentos Australia has launched Mentos Cube, supported by a new campaign from The Idea Shed.

The campaign, centred on the tagline ‘Bite Me’, focuses on the mouth as a tool for self-expression and positions Mentos Cube as a brand built around individuality and flavour.

The launch introduces a new cube-shaped gum with bold packaging and flavour, aimed at younger audiences through humour and irony.

The multi-channel rollout includes OOH, print, digital, social, in-store and experiential activations.

Nikolah Gibson, Perfetti Van Melle Senior Brand Manager, said: “We knew we had something special with Mentos Cube. Gen Z doesn’t want safe or same-old, they want something that feels like them.

“‘Mouth Off’ gave us the chance to show up with personality, have some fun, and really stand out in a category that hadn’t changed in years.”

John Volckman, Partner/ECD, The Idea Shed, added: “From the start, we wanted this to feel different, louder, cheekier and way more fun than other gum ads.

“Mentos Cube gave us the perfect excuse to throw out the gum rulebook and do something daring.

“We didn’t want to just launch a product, we wanted to spark a movement, and that’s exactly what ‘Mouth Off’ let us do.”

Credits

The Idea Shed
John Volckman – Partner/ECD
Karin Andréasson – Head of Growth
Mia Gall – Account Director
Sophie Fergusson – Account Executive
Adrian Moore – Head of Creative Experience
John Fairley – Design Director
Paul Fiore – Senior Creative
Claire Hughes – Senior Designer
Gail Ma – Finished Artist

Chronicle
Dale Bennetto – Head of Production
Si Kirk – Photographer
Beth Carr – Producer
Stylist – Patrick Zaczkiewicz
Hair & Makeup – Kristyan Low
Retoucher – Elise Healy
CGI Artist – Aaron Foster

Mentos Australia
Nikolah Gibson – Senior Brand Manager
Michael Puglisi – Country Manager, Australia & New Zealand

Media Agency
Havas

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