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Mentos, the popular confectionery brand from Perfetti Van Melle India, has made its return to the television screen with an energetic new campaign titled Yes to Fresh. The campaign aims to celebrate the brand's core values of flavour, fun, and refreshment, encouraging consumers to break free from monotony and embrace moments of spontaneity.
The advertisement features actor Abhay Verma and captures the transformation of mundane, everyday moments into vibrant, fun-filled experiences. The campaign underscores how Mentos can turn dull, predictable situations into exciting, fresh adventures. In a relatable twist, the film opens in a drab biology class where students appear bored and disengaged. Abhay Verma’s character, feeling the monotony, reaches for a Mentos candy. As soon as he pops it into his mouth, a wave of refreshment floods over him, symbolised by a sudden burst of colour, upbeat music, and an altered classroom setting.
As the candy takes effect, the classroom scene morphs into a whimsical, playful environment, with walls unfolding, chairs spinning, and a dancing skeleton causing chaos. Meanwhile, his classmates remain oblivious, adding to the comedic effect. The scene climaxes as Verma pops another Mentos, escalating the energy and transforming the space further, before the ad concludes with the iconic Mentos logo, reinforcing the message that the candy can turn boring moments into moments of joy.
Gunjan Khetan, Marketing Director at Perfetti Van Melle India, explains, “Mentos has always been synonymous with freshness and new perspectives. Our latest Yes to Fresh campaign brings this legacy forward, targeting a younger audience who thrive on spontaneity and fun in their daily lives. With Abhay Verma at the helm, we showcase how Mentos can inspire fresh thinking, turning dull moments into vibrant, memorable experiences.”
The campaign, produced in collaboration with Ogilvy West, aims to speak directly to Gen Z, a demographic known for its desire for instant gratification and fun-filled experiences. Anurag Agnihotri, Managing Partner at Ogilvy West, noted, “We wanted to highlight how Mentos has the power to transform even the most monotonous moments into bursts of enjoyment. It’s about celebrating the spontaneity and refreshing energy that comes with the candy.”
Abhay Verma, the face of the campaign, shared his personal connection to the brand. “As a child, Mentos was the first treat I would buy with my pocket money. It feels surreal to now be the face of the brand, especially as it continues to evolve. It’s a ‘Yes to Fresh’ from me, too.”
The campaign highlights the Mentos Rainbow Roll, which offers a combination of fruity flavours like strawberry, orange, watermelon, and pineapple. This product, a favourite among Mentos fans, brings a playful twist to the brand’s traditional offerings.
