Erlanger-based
Mentos has found a new way to engage fans of the quirky brand by creating a hub for creativity with its "Fresh Goes Better"
Facebook page, which launched in April.
The chewy mint candy has long inspired creative interpretation and even fascination. The brand's ad campaign in the mid-1990's featured people popping the candy to calm down and find solutions to not-so-serious problems (like ripping a dress or ruining a suit with paint). Then there are the Mentos and soda fountain videos that are popular on YouTube, and even featured on an episode of the Discovery Network's
Mythbusters science and experiment show. One of the most famous Mentos commercial interpretations was the Foo Fighter's
Big Me video from the '90s.
"Mentos has a very strong heritage of bringing a 'nothing can get me down' attitude to consumers. This is evident in the historical Freshmaker commercials that showed people solving small problems in a creative way. While the creative execution may change (Facebook), the basic tenants of the brand are still as relevant in 2010 as they were in the 1990's," said Mentos Brand Manager Craig Cuchra.
Amateurs too have taken creative interpretation of the brand. The company's page offers a central place for Mentos-inspired pictures, video and even music.
"The underlying motivation for our Facebook page is to provide a type of curatorship for all things Mentos. We noticed a lot of user generated content out in all kinds of social media websites that were not initiated by anyone at Perfetti Van Melle (Mento's Italian-based parent company)," Cuchra said.
Fans can upload video, music and art through the Facebook page to be displayed. Like all company Facebook pages, it also creates a way for the company to interact with consumers on a more personal level.
Writer: Feoshia Henderson
Source: Mentos Brand Manager Craig Cuchra
Photography by Scott BeselerYou can follow Feoshia on twitter
@feoshiasoapbox
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