Mentos

CHALLENGE

Distribute half a million full pack samples of Mentos Gum across Great Britain

Get 16 to 34yr olds talking about the brand

Create a lasting dialogue with those sampled

SOLUTION

Gum on the Run - a sampling campaign with more legs, literally

More than a standard sample-from-dump-bins activity "Gum on the Run" was a giant pack, dashing around nine cities across the nation. Teams of BAs sampled in its wake, conveying clear product messages.

Consumers, who are quick to snap and share images, were drawn to Facebook and Twitter by the chance to win daily prizes.

RESULTS

Online buzz volume up 335%

649,472 samples given out - 29.8% over target

Over 160,000 people reached on Twitter

2,817 Facebook likes

Improved brand regard

Reached a much wider audience than the number of samples put into consumers hands