Gamified Mentos Fanta Launch Campaign Inspires Fresh Connections with Younger Audiences

Company Overview

Mentos Candy is a manufactured brand of sweets from Perfetti Van Melle. This is one of 35 member companies of the Perfetti Van Melle group—the world's third largest candy producer, headquartered in Lainate (Italy) and Breda (Netherlands). With nationwide retail locations and a sales team of over a thousand employees in Vietnam, Perfetti Van Melle always meets the needs of the market.

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The Challenge

Mentos joined forces with world famous global  soft drink brand Fanta, Mentos launched a one-of-a kind, limited edition chewy candy – the Mentos Fanta, a drink you can chew. They planned for this collaboration to help revitalize their connections with younger consumers in Vietnam and refresh their brand perception. 

With the big goal of creating awareness and excitement alongside strong shopfloor activation, Mentos wanted to reach Gen Z's in top Vietnamese cities, getting them to say yes to a fresh mindset!

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The Solution

Mentos partnered with mobile ad leader Digital Turbine to launch the Mentos Fanta Limited Edition campaignin Gen Z’s media of choice: mobile gaming.

With DT Creative Labs, Mentos created a gamified experience which starts with a lively instant play HD video. This is followed by an interactive mobile game where users pull the lever to create limited edition Mentos Fanta candies.

The game ends with a call to action button leading users to an e-commerce site for purchase.

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The Results

• 4% Click Through Rate
  • vs 1 % benchmark

• 14% engagementsome
  • vs 5% benchmark

• +50% total revenue vs target 3 months after launch