Mentos Freshens Up Iconic Jingle, Explodes into Fortnite

Mentos has revitalized its brand with a two-pronged approach: a modern take on its classic jingle and a creative activation within Fortnite. These initiatives demonstrate how marketers can leverage nostalgia to connect with both loyal customers and a younger generation.

On April 1st, the Perfetti Van Melle candy brand relaunched its jingle across social media, digital platforms, and audio streaming services like iHeart Radio and YouTube Music. Instead of relying solely on the original, albeit cheesy, '90s ads, Mentos collaborated with creators like Adam Waheed, That's a Bad Idea, and Aubrey Gavello to produce fresh content reflecting their unique styles.

We wanted to revisit this iconic jingle and make it relevant for today's scenarios. It's a fun way to reintroduce the catchy melody while also engaging those unfamiliar with it.

— Jen Redmond, Gum and Mints Category Director at Perfetti Van Melle

This strategy aims to capitalize on a thriving candy market. With sales exceeding $54 billion in 2024 and projected to reach $70 billion by 2029, Mentos is well-positioned for growth.

The influencer-created ads showcase relatable scenarios like parking struggles, office mishaps, and cleaning blunders, resonating with today's consumers. The next phase, launching May 1st, features musical comedians Carter Vail and Kyle Gordon, updating the jingle's lyrics. Finding the right influencer partners was crucial for both phases.

One of our most important considerations when selecting influencer partners is ensuring they align with our brand and can organically communicate our message to their audience.

— Jen Redmond

Introducing the Fizzooka

Mentos also brought its brand into Fortnite, recognizing the importance of engaging audiences where they spend their time. In collaboration with BBH London, Mentos created the "Mentos Fizzooka," a custom rocket launcher inspired by the infamous Mentos-and-soda geyser experiment.

The Fizzooka was introduced into popular Fortnite Creative maps, reaching over one million players daily. This activation taps into the enduring legacy of the Mentos experiment, which continues to thrive on social media.

It's amazing how many people still do the Mentos-Diet Coke experiment. We wanted to leverage this iconic experiment and connect with the Gen Z audience, knowing that gaming is a significant part of their lives.

— Jen Redmond

The Mentos Fizzooka, developed independently of Fortnite creator Epic Games, exemplifies how marketers are integrating their brands into gaming platforms. This provides Perfetti Van Melle with greater control in an evolving media landscape.

Staying nimble is crucial. We focus on what we can control. Any good marketer has contingency plans. In today's environment, prioritizing the consumer and meeting them where they are is essential. If one avenue closes, we'll explore other ways to reach our consumers.

— Jen Redmond