Mentos set out to reconnect with younger audiences and bring fresh energy to everyday moments, all while driving market growth. I had the incredible opportunity to support the creative direction and visual identity for this campaign, designed to disrupt the category and elevate the brand’s partnership with the Rolling Stones.

The result was Mentos Fresh Sounds, a bold platform that transformed media spaces into discovery stages, spotlighting emerging artists and reasserting Mentos as a cultural tastemaker.

The campaign was brought to life through OOH, digital, and live music events, with a strong emphasis on social, especially TikTok. Here, we focused on authentic, engaging placements that truly resonated with our audience.