WALL BREAKER
- Brand
- Mentos
- Year
- 2016
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- ADK
- With
- Dreamdesign
- With
- Salvo Inc.
Objective
Mentos Japan needed to push its new Coconut-Pineapple (Brazil) flavor, launched March 14, 2016, and keep the momentum going from its national TV spot for the flavor, "WALL BREAKER," once viewers left the screen. Built around the ad's tagline "Hearts grow closer," the game gave people a reason to keep engaging with the campaign — and each other — on their phones after the commercial aired.
Solution
The game opens straight in a phone browser at mentos-wb.jp, no download required. Players bounce a ball off a paddle shaped like a Mentos roll, smashing through a wall of blocks arranged into three stages themed after Grape, Coconut-Pineapple, and Mint, each with its own look and its own power-ups. Blocks drop Mentos-branded items that enlarge the ball or boost how much it destroys on impact. A second mode turns it social: 2 to 14 friends join a shared game where each player is "trapped" behind the block wall, their Twitter avatars visible on screen, and the group works together to break everyone free. Every run — solo or group — feeds a public leaderboard, with the top solo score winning a year's-plus supply of the Coconut-Pineapple flavor and the top group earning a spot at a 24-hour overnight camping event.
- 1
Players open the game directly in a mobile browser at a dedicated URL, with no app install required.
- 2
On launch, players choose between a solo high-score mode and a cooperative mode for 2 to 14 people; solo mode runs through three stages themed to Mentos flavors—Grape, Coconut Pineapple, and Mint—each with its own visual setting.
- 3
The core mechanic is a Breakout-style paddle-and-ball loop: a wall of blocks sits at the top of the screen, and the player controls a paddle styled as a Mentos pack at the bottom, bouncing the ball into the blocks to clear them.
- 4
Broken blocks drop Mentos-branded items that, when collected, enlarge the ball and boost its power to destroy more blocks, with different bonus items on each stage.
- 5
A stage is cleared once every block is destroyed, which unlocks the next flavor-themed stage.
- 6
After clearing all three stages, the player receives a final score and is placed on a solo-mode leaderboard ranked by highest score.
- 7
In cooperative mode, a group of 2 to 14 players joins one shared session where they start out enclosed within a wall of blocks; players coordinate to break the blocks and free themselves, with each participant's Twitter avatar displayed on screen.
- 8
When the cooperative round ends, the team receives a shared score and a ranking on a separate multiplayer leaderboard.
- 9
Leaderboard placement determines prizes: the top solo score wins a year's supply—specifically 100 years—of Coconut Pineapple Mentos, and the top multiplayer team wins a spot at a 24-hour overnight camping event.
