Mentos has launched its global ‘Mentos Say Hi’ campaign in Australia.
In a limited-edition run, special single and multipack rolls will feature Mentos printed with 20 specially designed emoticons.
Rather than sharing emojis online, Mentos says it’s encouraging people to put down their smartphones and use emoticon-printed Mentos to spark fresh connections.
The supporting media campaign uses new digital outdoor street furniture panels from JCDecaux, which Mentos says have been strategically placed in high-traffic commuter stations.
Product sampling, taking place in Melbourne, Sydney and Brisbane, will see consumers photographed imitating the emoticons, with images then appearing instantly on surrounding digital panels.
The campaign is also running across social media with 30 and 10-second videos on Facebook and Instagram, and 10-second pre-rolls on YouTube.
“We’ve been talking with consumers for some time now about how Mentos can provide that little help to connect with someone new,” Perfetti Van Melle Country Manager Samantha Hansen said.
“The interactive digital panels give people an opportunity to build that connection in real time. Looking ahead to 2019, we’ll continue to explore how we use these more conversational channels to build our brand message with consumers.”
The ‘Say Hi’ emoticon Mentos are available in Fruit, Mint, Spearmint and also a limited-edition Lemon roll.