refreshing the STALE everyday with mentos

unlocking a fresh mindset

Mentos was getting dusty. Seen as a brand that belonged in dad’s glovebox, it lacked relevance with Gen Z. 

We had a platform — Yes to Fresh — but it needed more than a polish. It needed purpose. Play. And refreshed energy.

The Insight

The everyday sucks. Schedules, algorithms, small talk, the same routes and routines — Gen Z feel stuck in the same-old. But they’re not looking to escape it. They’re looking to refresh it. To find new energy in old places. A little spark. A moment of levity. Something — anything — to break the monotony.

The Strategy

Positioning Mentos as the antidote to the stale everyday. From freshness = confidence (an overused category trope) to freshness = anti-boring mindset.
Old story: Mentos gives you the confidence to say yes to unexpected adventure.
New story: Mentos gives you the fresh mindset to disrupt the everyday, every day.

It wasn’t about travel or thrill-seeking anymore. It was about reframing the routine. Finding joy in the middle of monotony. Turning small moments — a meeting, a lecture, a queue — into something new, fun, and maybe even ridiculous.

THE WORK

We launched with a classic.
A traditional Mentos ad, but with a fresh twist.
A stale everyday scenario, until Mentos flips the moment. The film established Mentos as a cheeky presence in the everyday — not trying too hard to be cool, just lightly refreshing life’s flat moments.

And then we dialled it up to 11. Refreshing the iconic Mentos and cola experiment with the introduction of the 'Mentos Fizzooka’, a custom rocket launcher that leverages the famously fizzy reaction for explosive fun. An outlandish invention, which resembles a giant roll of Mentos attached to a cola bottle, made its debut on Fortnite, bringing a fresh and playful twist to the gaming world, reaching a combined audience of over a million players per day, on average. Offering gamers a fresh alternative to their usual arsenal that was both fun to play with and tactically effective.

We didn’t just stop there. We tasked famed YouTube creators, The Hacksmith, to create a turbocharged IRL version. The real life Mentos Fizzooka is over a metre long and can shoot a soda geyser with the force of a firehose. There’s plenty of fizz left in this insane experiment, so we’re sending 30 replica Mentos Fizzookas out to selected influencers around the globe to try out for themselves, under carefully controlled conditions.

A strategic refresh that delivered just the hit we needed to get back into culture and the minds of Gen Z globally.