For those of us old enough to remember pop culture in the 90s and early aughts, Perfetti Van Melle’s Mentos was top of mind.
The brand set out to move past a solid but middle-of-the-road status among the crowded gum and mints category with a series of seemingly bizarre ads in which folks confront mundane inconveniences, all solved after popping a Mentos into their mouth. Every ad ended with the advert’s protagonist mugging to the screen, holding a tube of Mentos, and giving the camera a thumbs up. Part of the campaign’s success was the addition of somewhat nonsensical lyrics set to a catchy earwig of a tune.
