Sense behind Smint and Mentos campaigns

Sense has been appointed by Perfetti Van Melle to run guerrilla campaigns for Smint's 2 in 1 raspberry and lemon flavour, and Mentos chewing gum.

Smint campaign run by Sense
Smint campaign run by Sense

The Mentos ‘Gum on the Run’ campaign kicks off on 21 May and will visit nine cities nationwide for four weeks. Staff will target young urban consumers in parks, high streets, tourist locations and busy train stations.

A three metre long giant pack of Mentos ‘Gum on the Run’ will also be placed beside well known local landmarks in each city centre, with consumers being able to win prizes if they track the pack and upload pictures via Twitter and Facebook.

To raise further awareness of the Mentos campaign, there will also be someone dressed up as a pellet of Mentos gum running around each city.

"Linking with social media was a natural step to allow people chance for further engagement with the fun nature of the Mentos brand," said Sense account director Sally O’Brien.

"We hope people are as entertained by our giant pack of ‘Gum on the Run’ as we have been and encourage people to track its progress on Twitter to maximise their chances of seeing this spectacle for themselves."

The Smint 2 in 1 campaign started on 16 May and ends on 20 May and features sampling activity across London’s mainline stations. There is also a competition running alongside it to win £500 on Twitter.

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