Building on the success of their ongoing collaboration, orchestrated by Wavemaker UK, KISS XTRA and Mentos have launched the second series of Corner Shop Drop, a branded content initiative designed to spotlight emerging musical talent and connect with Gen Z audiences.

Season two reinforces KISS XTRA’s commitment to supporting grassroots artists, with Mentos backing three rising rap stars – MIN, OFFICA, and Lady Ice. Spearheaded by KISS XTRA presenter Esi, the partnership enables artists to showcase their original content across performance videos and behind the scenes moments, filmed in local corner shops and distributed across both KISS XTRA and Mentos digital and social platforms.

The campaign is further amplified by a 12-week sponsorship of KISS XTRA, bolstering brand presence across audio and online touchpoints. In addition, the activation includes a music production package giveaway, providing added value for listeners and deeper audience interaction.

Wavemaker UK, part of WPP Media, led the strategic media planning and buying for the campaign. As part of Mentos’ wider ‘Yes to Fresh’ initiative, Wavemaker also instigated the now renewed partnership between Mentos and Bauer’s KISS XTRA, bringing back the Corner Shop Drop activation for a second year.

With three bursts of activity showcasing authentic narratives and behind-the-scenes access, Corner Shop Drop positions both KISS XTRA and Mentos at the heart of youth culture and emerging talent, reinforcing their shared relevance in the Gen Z space.

Rebecca Frank, Content Director, KISS XTRA, said: “Our KISS audience is always ahead of the curve when it comes to discovering new talent. This ongoing partnership allows us to keep feeding that appetite with fresh artist recommendations, original content and exclusive live performances, delivered in surprising and engaging ways.”

Simon Kilby, MD, Bauer Media Advertising, added: “At Bauer Media, we’re always innovating to deliver standout content solutions that resonate with both our clients and their audiences. The return of Corner Shop Drop is a great example of the kind of cross-platform storytelling audiences crave, demonstrating the power of our brands to deliver integrated, multi-channel campaigns across radio, digital and real-world experiences.”

Sarah du Plessis, Senior Brand Manager, Mentos said: “We’re incredibly excited to bring back Corner Shop Drop for a second year. Music is a great way for us to build an authentic connection with our audience. This campaign with KISS XTRA supports our overarching Yes to Fresh brand platform, and watching the fresh new talent bloom through this partnership has been brilliant. We’re confident that the programme of activity will drive shoppers in store, boosting awareness and brand salience.”

Monica Newell, Content Lead, Wavemaker UK said: “Building on the success from last year, we’re incredibly proud to be bringing Corner Shop Drop with Mentos back for a second year with Bauer’s KISS XTRA. This unique partnership supports up and coming music talent in a contextually relevant environment for Mentos. The multi-channel approach and bespoke branded content enables us to drive cultural relevance for Mentos with a Gen Z audience demonstrating more reasons to say Yes to Fresh.”

The campaign runs from July through to September.