Mentos - "MENTOS® FRESH TALENT"

DENTSU CREATIVE

DENTSU CREATIVE Paris, Francia

Premi

384

Marca: Mentos
Paese: Francia

Cliente: Perfetti Van Melle

Titolo	MENTOS® FRESH TALENT
Brief	Very popular brand among young people in the 90s, Mentos has an excellent reputation, but lacks recognition among 18-35 years old. To re-create brand preference and establish itself as an aspirational, cool brand rooted in pop culture, Mentos launches "Mentos® Fresh Talent", reconnecting with the world of music, recreating a special link with youth.Like a record label, Mentos® teamed up with Spotify to select 4 promising French talents: ALMÄ MANGO, YAASTER, LÉMOFIL & IGEE, all passionate about music and still in the early stages of their careers.To help them make a name for themselves, Mentos offers them the chance to produce a video clip in their own style, and broadcasts it to as many people as possible.DENTSU CREATIVE and director Liswaya had "carte blanche" to co-create clips with the artists and creative teams, using very different universes to reflect and bring to life the 4 artists personalities.What is original is the way the brand connects with its target. It infiltrates centers of interest like music and creates culture. It finds a social role for itself by acting as a music label to help young artists to emerge.The "MENTOS® FRESH TALENT" playlist, highlight of the campaign, was created to help discover these new talents, 5 tracks per artist.
Agenzia	DENTSU CREATIVE
Campagna	Mentos Fresh Talent
Cliente	Perfetti Van Melle
Marca	Mentos
Data di Prima Diffusione/Publicazione	2023 / 10
Settore	Candies
Trama	Mentos is a brand of packaged scotch mints or mint-flavored candies sold in stores and vending machines. First produced in 1932, they are currently sold in more than 130 countries worldwide by the Italian-Dutch corporation Perfetti Van Melle.The mints are small oblate spheroids, with a slightly hard exterior and a soft, chewy interior.
Tipo di Media	Interattivo
Art Director	Benoit DELDIQUE
Copywriter	Sacha Baroukh
Head of Production	Anthony RATON
Project Manager	Mathilde Roux
General Manager	Nathael Duboc
Director	Liswaya
Casa di Produzione	Blackbox
Producer	Dorian Salort
Production Manager	Sébastien Cosset
Executive Creative Director	Sébastien Zanini
Chief Executive Officer (CEO)	Cécile Bitoun