We developed a completely new device, the “mentos Fresh! SkyDive,” which provides a direct experience of the stimulating world of mentos cola flavor. When participants stick their head into a mentos package, they will discover a world that will absolutely never be experienced in daily life. Using this “mentos Fresh! SkyDive” as the starting point, we implemented an event for a limited period.

“mentos Fresh! SkyDive” is a super stimulating sky-diving nobody has ever gone through which can be experienced in the center of the city. Participants wear a harness and a mentos-shaped helmet fixed with a VR headset. A world of virtual reality opens up before their eyes as they adopt the same posture as if they are actually sky-diving, leading to a never-seen-before experience through a fusion of the virtual and physical worlds. This event was held for 3 days, Jun 5-7, 2015 at the heart of Japan in Roppongi, Tokyo, and the venue reverberated with shouts of the participants.

“mentos Fresh! SkyDive” gathered a lot of attention and was introduced in TV programs, news articles and SNS, generating a PR effect equivalent to $1,700,000. Furthermore, the event attracted 33,000 visitors in 3 days, and it was so popular that the longest waiting time was 280 minutes at one point, which exceeds famous theme parks such as Tokyo Disneyland. In the final count, sales reached 113%, making a big contribution to turnover.