Mentos Gum on the Run

To enhance a sampling campaign and get 16–34-year olds talking about the brand, I came up with a giant walking pack of gum which would maraud round the streets of nine cities as Mentos brand ambassadors distributed packs of gum behind it.

Working at Sense, I developed the concept, created the design and artwork of the pack of gum and 'Pellet Boy' and even briefed the staff as to how to perform as a 'fresh' pack of gum (like Cat from Red Dwarf).

Promotional business cards were distributed along with sample packs which encouraged people to go online and spread the word via social media.