Mentos enters the metaverse with Fortnite
Mentos latest campaign plays on the classic cola and mint experiment, while appealing to nostalgic audiences and the gaming community via a tie-in with Fortnite Creative.
Developed by BBH London, ‘Mentos Fizzooka: the trailer’ is a teaser for a project with metaverse-focused creative studio Metavision and Beyond Creative, who bring the brand into the gaming world.
Fizz appeal
The advert introduces the 'Fizzooka', a virtual weapon in Fortnite Creative that players can use to launch explosive reactions, reminiscent of the real-life Mentos and cola experiment.
The Fizzooka can ‘wash away’ other players as well as environmental structures like in-game buildings. This idea is to offer Mentos fans an interactive experience inspired by the classic experiment.
Mentos's innovative precedents
Mentos is no stranger to pushing the boundaries of advertising. Its 'Dimag Ki Battii Jala De!' campaign in India became synonymous with quick thinking and clever solutions to common problems. Developed by Ogilvy India, the ad reimagined the theory of evolution, with a caveman, after consuming a Mentos, experiencing a sudden burst of intelligence, leading to rapid evolutionary advancements.
Additionally, the brand's quirky 1990s commercials, often featuring protagonists overcoming obstacles with a Mentos in hand, have been both celebrated and parodied, cementing their place in advertising history.
Our Take
The enduring fascination with the Mentos and cola reaction seems like an impossible to resist bit of marketing fodder, but by transforming a well-known science experiment into an engaging digital experience Mentos are tapping into a wider movement.
By integrating the Fizzooka into Fortnite Creative, Mentos not only nods to the metaverse but also plays up the rich nostalgia behind the brand. The impressive production quality and innovative concept of the ad trailer meanwhile, demonstrates Mentos's commitment to refreshing their brand image while staying true to their playful roots.
Credits
Agency: BBH London
Chief Creative Officer: Alex Grieve
Executive Creative Director: Felipe Guimaraes
Creative Directors: Stu Royall, Phil Holbrook
Creatives: Lawrence Bushell, Luke Till
Metaverse Integration: Metavision, Beyond Creative
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