Mentos were after a disruptive campaign that caught the attention of Gen Z to introduce their new cube-shaped gum with bold packaging and flavour.

Centred on the tagline “Bite Me”, the campaign turned the spotlight on the mouth as a symbol of self-expression, positioning Mentos Cube as a brand built on individuality and bold flavour. The creative explored how personality and attitude can be expressed through the mouth alone.

The multi-channel campaign included OOH, print, digital, social, in-store and experiential activations, with a special attention to trending tik toks to speak to the younger audience.