To launch its new Mentos 3 gum in Brazil, Mentos wanted to illustrate the surprising experience of chewing gum with 3 layers of flavour, by showing that 3 big surprises can be hidden in a small opportunity.

This insight led us to conduct a live ad experience that left one person’s day 3 times more surprising.

We created a live ad starting by posting a small poster with no logo or brand looking for an amateur guitar player. Interested players called and booked an audition in a studio. Being secretly filmed they were surprised by the audition host, a famous brazilian drummer.

The winner was then introduced to his band, a legendary brazilian rock band who invited him to play on a national TV show that very evening. One small opportunity then turned into three big surprises!

The case film was posted on youtube with over 3 million views.

Mentos need to launch its new Mentos 3 gum in Brazil in a surprising way. They wanted to illustrate the surprising experience of chewing gum with 3 layers of flavor in real life. But Mentos didn’t have the money for big ad’ campaigns.

The goal was to make Mentos grab as much attention of young audience as possible.

By showing that 3 big surprises can be hidden in a small opportunity, we posted what appeared to be a normal poster looking for a guitar player. Little did they know that the chosen person would be surprised 3 times

More than 3 million people watched the video on Youtube. And more than half million watched the live performance on TV

The 60”merchandising became spontaneously content of the show, entertaining for 7' 30”, the time of the whole block. The live ad was shared through thousands of social networks, websites and blogs around the world.

The most influent business and economy content website in Brazil chose the Mentos ad as one of the best in 2014.

As we were launching a product, sales were 12% higher than expected.

There were no negative comments on the internet.

The experience brings to life the benefits of the product and illustrates its engagement with millennials by sharing their passion for music and offering them a unique experience. Proving that big surprises can be hidden in small opportunities.

And for the winner the experience was one heck of a music gig.

We started the campaign by posting a small poster with no logo or brand in 8 colleges lookingfor an amateur guitar player. Interested players called and booked an audition in a studio. None of them knew they were being filmed

Surprise 1: They would be welcomed by one of the best drummer in Brazil.

Surprise 2: The chosen one was invited to meet the band, which happened to be a legendary brazilian rock band.

Surprise 3: And he also find out he was going to play live at a leading audience TV Show with them.

To reveal the whole experience to our young audience we invested in a 60" merchandising . But it ended up surprising us for became spontaneously content of the show, becoming a whole 7'30" block.

The film was launched on YouTube engaging with millennials by sharing their passion for music.