Ogilvy & Mather has conceptualised a series of announcer films that are nothing like announcer films to communicate that the ‘new Mentos is bigger, softer and better’
BestMediaInfo Bureau | Mumbai | February 11, 2015
Mentos, the chewy mint produced by Perfetti Van Melle, is back with its clever, cheeky, slice-of-life advertising. So much so, the brand tag line ‘Dimag Ki Batti Jala De’ has become part of colloquial language. Ogilvy & Mather has now devised a unique way – a series of announcer films that are nothing like announcer films – to communicate that the ‘new Mentos is bigger, softer and better’.
Mentos, as we all know, ‘Helps you think fresh’. The television commercials though revolve around characters that have no need for fresh ideas: entities like chicken, babies or potted plants. So, when the announcer enthusiastically explains to them how much better Mentos has now become, the characters shrug him off and continue with their lives. Then follows the campaign thought: ‘They don’t seem to care, but you will!’
“This cheeky, self-deprecating route is a fun way to announce the product developments without sounding too ad-like,” said Anurag Agnihotri, Executive Creative Director, O&M.
Commenting on the launch, Preeti Bhatnagar, Category Head, Perfetti Van Melle, said, “Mentos has been an aspirational brand for consumers for over a decade and has lived up to their expectations across all touch points. The new Mentos commercial is an announcer film highlighting the product improvement but does not look anything like a typical announcer. It has every bit of quirk and fun that all Mentos advertisements have. We are extremely excited and are quite confident that this will strengthen the brand core.”
The campaign is also being backed by a strong 360 degree extension. The core thought of the campaign has been customised to engage the digital audience as well. Multiple platforms like YouTube, Rocketalk, Vuclip are being used for the promotion. The radio spots are a quirky take on the already unique route. Through a series of distributor and retail launches, the 'Bigger, Softer, Better' message was spread as a precursor to the television campaign.
Agency: Ogilvy & Mather
National Creative Directors: Abhijit Avasthi & Rajiv Rao
Executive Creative Director: Anurag Agnihotri
Creative Director: Saurabh Dikshit
Associate Creative Director: Nasrullah Husami
President – Branch Head, Ogilvy North: Kapil Arora
Sr. VP – Account Management: Vishwajeet Rana
Management Supervisor: Parul Madaan
Account Supervisor: Ankita Singh
Production House: Hungry films
Director: Vijay Sawant
Producer: Dharam Valia