Holy Grail! Monty Python-esque Gum Ad Signals New Direction for Mentos
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In pop culture, Mentos will seemingly forever be linked to two things: The brand’s corny “Freshmaker” ads of the 1990s and the explosion created when you drop one of the mints into a liter of cola.
In the newest campaign for its lesser-known gum brand, Mentos is trying to once again creep into the consciousness of American consumers with a TV ad that is reminiscent of the 1975 classic “Monty Python and the Holy Grail.” The spot (above) by McKinney, New York features a medieval knight who is pelted with arrows but refuses to go down because his gum is still fresh.
The estimated $10 million media investment in the campaign marks a new phase of spending on the pellet-gum brand, called Mentos Pure Fresh Gum, which was launched about five years ago in the U.S. by global candy marketer Perfetti Van Melle. The TV ad began airing recently and will run on network and cable TV primarily during comedy programming.
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