Mentos unveils ‘Fresh Feels Like’ campaign down under, via The Idea Shed
Perfetti Van Melle’s Mentos has launched a new campaign, bringing its ‘Yes To Fresh’ brand platform to the local market, via Sydney-based agency The Idea Shed.
Marking the agency’s first campaign for Mentos, the new work aims to bring a refreshing new perspective to everyday moments.
Developed in just six weeks, ‘Fresh Feels Like’ features relatable, celebratory moments – like a boss cancelling a 4pm meeting – highlighting Mentos as more than just a fresh breath, but a fresh mindset.
Michael Puglisi, country manager ANZ at Perfetti Van Melle, said: “The ‘Fresh Feels Like’ campaign beautifully captures Mentos’ essence, thanks to The Idea Shed.
“Their collaborative spirit and creative vision, bolstered by our brand team’s support, were key to bringing this vision to life.”
The scenarios throughout the campaign hope to bring the concept of ‘fresh’ to life in a universally relatable way.
“The thrill of turning everyday moments into something unexpectedly fresh is what we wanted to bottle with this campaign,” said Richie Strettell, partner at The Idea Shed.
“Our goal was to create relatable yet delightful scenarios that resonate with our audience, showcasing that fun needs no reason. It’s been great to work with the team at Perfetti Van Melle, and we hope this is just the first of many successful collaborations.”
Credits:
The Idea Shed:
John Volckman – Partner/executive creative director
Richie Strettell – Partner
Steve Madgwick – Group creative director
Daniel Miller – Senior creative
Adrian Moore – Head of experience
Claire Hughes – Senior designer
Karin Andreasson – Head of growth
William Sones – Senior account manager
Production:
Chronicle Studios – Production agency
Dale Bennetto – Head of production
Si Kirk – Director of photography
Kate Turner – Producer
Kosta Klemencic – Gaffer
Margarita Gershkovich – Production stylist
Flo Orban – Animator/editor
Client:
Nikolah Best – Senior brand manager, Perfetti Van Melle
Margretta Sowah – Assistant brand manager, Perfetti Van Melle
Michael Puglisi – Country manager ANZ, Perfetti Van Melle
Dianaimh Phelan – Brand manager, Stuart Alexander
Siobhan Feeney – Senior brand manager, Stuart Alexander
Ann-Marie Raza – Head of marketing – confectionery, Stuart Alexander
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Campaign
Fresh
Fresh Feels Like
Mentos
Michael Puglisi
Perfetti Van Melle
Richie Strettel
The Idea Shed
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