How do you launch a new gum from Mentos, the kitschy European brand, in the US market? The gum category is crowded with established players, and Mentos was known for mints, not gum. American consumers needed a reason to try Mentos Pure Fresh Gum—and "long-lasting flavor" alone wasn't going to cut through the noise.

Demonstrate the long-lasting flavor of Mentos Pure Fresh Gum in a ridiculous ode to Monty Python. When your Mentos Gum is still fresh, what's the point in dying? Make the freshness so absurdly long-lasting that even death becomes pointless. Lean into the European brand's kitschy personality with absurdist humor Americans couldn't ignore.

Created campaigns across broadcast, digital, and gaming that celebrated invincibility through freshness: Monty Python-inspired comedy showing characters refusing to die because their gum is still fresh The Game: Unlike other games where you avoid dangerous objects, the goal is to get hit by as many as you can—because when your Mentos Gum is still fresh, what's the point in dying? Flipped gaming conventions to reinforce product benefit through interactive absurdity

Launched integrated campaign that made long-lasting flavor impossible to forget through humor so ridiculous it became memorable.