Naked takes Pulp Fiction approach to new Mentos campaign
A new campaign for Mentos’ strawberry-flavoured chews takes its cues from the 1994 Tarantino film Pulp Fiction.
Mentos Strawberry launched a campaign, created by Naked Communications, that sees a pair of strawberry-headed “hitmen” dressed in suits busting down a door and holding a roll of Mentos in a menacing fashion.
Simon Veksner, head of ideas at Naked Communications, said: “We needed to create a campaign that was instantly recognisable and enticed purchase.
“We’re confident that evoking the cool of pop culture hitmen will resonate strongly with our audience and the playfulness of the strawberry heads will draw them to the brand.”
Paddy Bryans, head of marketing for confectionery and snacks at Mentos distributors Stuart Alexander, said: “Mentos Strawberry has only been in the market as a limited edition product so the launch campaign needed to be fresh and ownable. The Strawberry hitmen are great characters which perfectly showcase the spontaneous, humorous and unconventional tone of the brand.”
Credits
Stuart Alexander
- Head of Marketing: Paddy Bryans
- Brand Manager: Chris Allan
Perfetti Van Melle
- Country Manager: Bill Crowder
Naked Communications
- Head of Ideas: Simon Veksner
- Strategy Director: Adrian Mottershead
- Account Manager: Rachel Strobridge
- Agency Producer: Gabrielle Flanagan
- Creative: Adrian McNamara
- Creative: Kat Mercer
- Creative: Paul Bootlis
- Designer: Tim Batterham
TV Production – Curious Film
- Director: Sam Kristofski
- Producer: Stuart Giles
Media – Razor Media
- Business Manager: Jamie Palmer,
- Senior Media Planner: Katie de Belin
Guns Yay!
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Wonder how long it will be before some wowser complains to the ASB? I predict references to Sandy Hook and Columbine…
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I manage a team of about eight Gen Ys ranging in age from 24-30. To my horror recently not ONE of them admitted having seen Pulp Fiction. I hope Mentos are going for the 40+ market here… Or as Jules would say: “It’s shit like this that’s going to bring this situation to a head!”
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Just be thankful they chose this and not the other idea of bringing out the gimp.
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DS – either fire (at) your team or hold a movie night.
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@QT… they’re Gen Ys. Ask them to do anything and they’ll run to HR and claim you bullied them. No thanks….
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better call The Wolf
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Was that a red ball strapped in Bruce Willis’s mouth or a strawberry?
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