The creative placed the product and the consumer at the centre of the campaign. By creating media out of real gum and then giving consumers tools to create their own Mentos art, we engaged consumers and led them to participate. The creative was brought to life in all media. The TV spots showed an artist creating a large fresco with gum. In high traffic spaces, we created stunts where local artists reproduced large murals made out of gum. TSAs, backlit posters and gum distributers where also made with Mentos gum. The synergy between media and creative created high impact and encouraged consumers to go on the Mentos Gum website to create their own piece of art. This allowed them to give their own vision of the product and the brand to other consumers.

In a low involvement category, the campaign generated high appreciation and talk value1. 50 media properties covered the stunt 2. Blogs around the world talked about the campaign3. Consumers posted 16 987 drawings; time spent per drawing: 24 minutes4. Recall results surpassed norms in all media.