Naked takes Pulp Fiction approach to new Mentos campaign

Naked's Strawberry Hitmen for Mentos

Naked’s Strawberry hitmen for Mentos

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.”

Pulp Fiction

Pulp Fiction

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.”

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

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