Mentos rolls out Mentos Cube with ‘Bite Me’ campaign, via The Idea Shed

Mentos Australia has unveiled Mentos Cube, a gum product repositioned as a movement for individuality, flavour and fun with a cheeky campaign by The Idea Shed.

The announcement:

Mentos Australia is shaking up the gum aisle with the launch of Mentos Cube. The new campaign, created by The Idea Shed, flips traditional gum advertising on its head, putting the spotlight on the mouth as a tool for bold self-expression. With its cheeky, attitude-packed tagline ‘Bite Me’, Mentos Cube positions itself as more than just gum, it’s a movement for individuality, flavour, and fun.

The distinctive cube shape, vibrant packaging and intense flavour hit ensure Mentos Cube is unlike anything else on the market. To bring this uniqueness to life, the campaign embraces Gen Z’s love of irony, humour and rebellion and introduces a confident brand personality that is playful, proud, and never afraid to stand out.

Mentos doesn’t just talk about freshness. Mentos lives it.

The multi-channel rollout spans OOH, print, digital, social, in-store and experiential activations, ensuring the bold new look and attitude of Mentos Cube can’t be missed.

“We knew we had something special with Mentos Cube. Gen Z doesn’t want safe or same-old, they want something that feels like them. ‘Mouth Off’ gave us the chance to show up with personality, have some fun, and really stand out in a category that hadn’t changed in years,” said Nikolah Gibson, Perfetti Van Melle senior brand manager.

“From the start, we wanted this to feel different, louder, cheekier and way more fun than other gum ads. Mentos Cube gave us the perfect excuse to throw out the gum rulebook and do something daring. We didn’t want to just launch a product, we wanted to spark a movement, and that’s exactly what ‘Mouth Off’ let us do,” added John Volckman, partner/ECD, The Idea Shed.

The Idea Shed

John Volckman – Partner/ECD

Karin Andréasson – Head of Growth

Mia Gall – Account Director

Sophie Fergusson – Account Executive

Adrian Moore – Head of Creative Experience

John Fairley – Design Director

Paul Fiore – Senior Creative

Claire Hughes – Senior Designer

Gail Ma – Finished Artist

Chronicle

Dale Bennetto – Head of Production

Si Kirk – Photographer

Beth Carr – Producer

Stylist – Patrick Zaczkiewicz

Hair & Makeup – Kristyan Low

Retoucher – Elise Healy

CGI Artist – Aaron Foster

Mentos Australia

Nikolah Gibson – Senior Brand Manager

Michael Puglisi – Country Manager, Australia & New Zealand

Media Agency

Havas

Source: Joy Clark