Mentos Modernizes Jingle, Explodes into Fortnite
Candy brand Mentos is revitalizing its image by relaunching its iconic jingle and bringing its famous soda geyser experiment to Fortnite. This dual approach leverages nostalgia to connect with long-time customers while also engaging a new generation.
A Fresh Take on a Classic Jingle
On April 1st, Mentos relaunched its jingle across social media, digital platforms, and audio streaming services like iHeartRadio and YouTube Music. Instead of reusing the original '90s ads, Mentos partnered with influencers like Adam Waheed, That's a Bad Idea, and Aubrey Gavello to create fresh, modern content. These creators put their unique spin on the jingle, making it resonate with today's audiences.
“We wanted to revisit this iconic jingle and make it relevant for today's scenarios,” said Jen Redmond, Gum and Mints Category Director at Perfetti Van Melle. “It’s a fun way to reintroduce the catchy melody while also making it relevant for those who don't remember it.”
The campaign's next phase, launching May 1st, features musical comedians Carter Vail and Kyle Gordon, who will update the jingle's lyrics. Finding the right influencer partners was crucial for both phases.
“One of our most important lenses when finding an influencer partner is ensuring they're the right fit for our brand and can organically communicate our message to their audience,” Redmond said.
The Mentos Fizzooka Enters Fortnite
Mentos is also engaging audiences where they spend their time: online gaming. In collaboration with BBH London, Mentos created the "Mentos Fizzooka" within Fortnite Creative. This custom rocket launcher is inspired by the brand's famous soda geyser experiment.
The Fizzooka was introduced into popular Fortnite maps, reaching over one million players daily. This activation connects with Gen Z gamers while also tapping into the enduring popularity of the Mentos and soda experiment.
“Similar to our jingle, it's amazing how many people still do the Mentos-Diet Coke experiment,” Redmond said. “We wanted to leverage that iconic experiment and connect with the Gen Z audience. We know gaming is a huge part of their lives.”
Navigating a Changing Media Landscape
The Mentos Fizzooka, an independent activation, showcases how brands are integrating into gaming platforms. This strategy gives Mentos more control in an uncertain media environment. Redmond emphasized the importance of adaptability and consumer focus.
"Staying nimble is important. We control what we can control. Any good marketer has contingency plans. Given today’s environment, keeping the consumer in mind and being where they are is crucial. If something becomes unavailable, we'll find other ways to reach our consumers.”
By combining a refreshed jingle with a creative Fortnite activation, Mentos is effectively blending nostalgia with modern marketing techniques to reach a wider audience.
