Corner Shop Drop
The challenge
The advertising challenge for this campaign was to reinforce Mentos as a youthful, vibrant brand, resonating with Gen Z and inspiring them to “Say Yes to Fresh.”
The goal was to drive awareness, engagement, and sales by aligning Mentos with fresh talent and new music, leveraging KISS Fresh’s reputation as a hub for emerging artists and dynamic content.
Insight
Gen Z values brands that authentically integrate with their interests, such as music and culture. Mentos’ previous campaigns were recognised but lacked a strong cultural alignment.
The idea
The campaign aimed to position Mentos as a champion of emerging music talent while resonating with Gen Z’s passion for discovery.
To achieve this, the idea was to integrate Mentos into the cultural conversation around fresh music by supporting emerging artists through multi-channel activations, including a “Corner Shop Drop” video content series on KISS.
The execution
Through this partnership came Corner Shop Drop, a brand-new content series showcasing the freshest emerging artists and solidifying Mentos as the go-to brand for supporting new talent on KISS.
This was delivered through the following:
On-Air:
Hourly sponsorship credits on KISS Fresh
Live reads by presenters amplifying Mentos’ “Say Yes to Fresh” message
Themed promotional bursts aligned with video drops
Digital:
A co-branded webpage hosting competitions and interactive content, achieving an impressive 83,644 page views—double the benchmark
Social Media:
Five artist videos which surpassed expectations, generating over 1.2 million views
Integrated organic content, including artist features and campaign teasers, which drove additional engagement
Event Activation:
The Future Hype Event brought the campaign to life with live artist showcases, immersive Mentos branding across all touchpoints, and exclusive merchandiseClick here to watch the campaign video.
The results
“It was the perfect example of the creative work that this team aspires to produce with media partners and is one of the best pieces of work to come out of this team so far this year”
– MD of Content and Brand Experience at Wavemaker
73% were more likely to recommend Mentos as a direct result of the activity
69% agree that the ad makes them feel more positive towards Mentos
30K online entries, exceeding on all digital benchmarks
70% of test respondents recalling the activity
91% took action due to the campaign
1.2M views on socials, resonating exceptionally well with KISS audience