Mentos: UP2U

Objective

Mentos introduced a new dual-flavor gum line, offering consumers immediate choice between paired flavor combinations in a single pack. The campaign targeted teenage males to drive awareness of four flavor combo options and establish the product's core value proposition of consumer choice.

Solution

The campaign deployed a multi-channel interactive experience centered on consumer decision-making. The primary component was a Flash-based web microsite featuring eight synchronized narrative branches—spanning scenarios from hip-hop stardom and future astronaut careers to zombie survival and Japanese game shows—with a sliding interface enabling viewers to seamlessly toggle between parallel storylines showing synchronized events. A complementary phone survey game invited callers to a dedicated hotline where questions escalated from simple preferences to absurdist scenarios, functioning as a viral conversation starter. Facebook extended reach through a limited-time sampling promotion awarding free product packs to early followers.

Results

The campaign earned FWA Site of the Day recognition.