| Brief | Very popular brand among young people in the 90s, Mentos has an excellent reputation, but lacks recognition among 18-35 years old. To re-create brand preference and establish itself as an aspirational, cool brand rooted in pop culture, Mentos launches "Mentos® Fresh Talent", reconnecting with the world of music, recreating a special link with youth.Like a record label, Mentos® teamed up with Spotify to select 4 promising French talents: ALMÄ MANGO, YAASTER, LÉMOFIL & IGEE, all passionate about music and still in the early stages of their careers.To help them make a name for themselves, Mentos offers them the chance to produce a video clip in their own style, and broadcasts it to as many people as possible.DENTSU CREATIVE and director Liswaya had "carte blanche" to co-create clips with the artists and creative teams, using very different universes to reflect and bring to life the 4 artists personalities.What is original is the way the brand connects with its target. It infiltrates centers of interest like music and creates culture. It finds a social role for itself by acting as a music label to help young artists to emerge.The "MENTOS® FRESH TALENT" playlist, highlight of the campaign, was created to help discover these new talents, 5 tracks per artist. |