Singapore’s birth rate is plummeting and the government is at a loss with how to tackle the issue. As such, we decided to become a part of the debate by encouraging Singaporeans to do their duty in helping to create a new generation of Singaporeans on National Day night - an ownable window of time.

A seeded music video stuffed with local innuendo was our message carrier together with bespoke packs. In owning the ‘night’, club DJ’s and the most popular coverbands were given the opportunity to ‘freshen’ up the song by playing their own version in Singaporean music venues.

Mentos’ birthday message received 29,000 more views/day than the government’s official anthem in the lead up to National Day.

It gained coverage on 200+ sites and despite being initially rejected by the press due to ‘overly racy content,’ all soon embraced it once they saw how well it resonated with the people. Even the ex-Prime Minister made a new population crisis statement the following day.

S$736,000 worth of media value was created. PR value of approx S$2m.

Special mint rolls created a 103% sales uplift in August against the same period in 2011 and doubled sales across the portfolio.