Perfetti Van Melle is introducing its latest development under the Mentis brand: three layered chewing gum. The three layers along with the flavours combinations provide with a unique chewing experience and great taste sensation.
BBH’s task was to create a launch TVC for the new gum, sticking three layers into consumer’s minds with the irreverence they’ve come to expect from Mentos.
The resulting film, ‘High Rider’, aims to draw the viewer into a seemingly normal scenario, before pulling the ultimate three layered switch on them.
We open on a typical downtown America setting. We see three guys using the hydraulics in a cool low rider to attract the attention of three ladies walking down the street. As they get chatting, our hero rolls up in a second low rider.
He’s late, he’s on his own, and although his car is cool it doesn’t quite beat the first three guys’ car. What the other guys don’t know though, is that our hero has a triply great trick up his sleeve.
The ad launches in France on November 1 before running in various other European markets.
“We are very excited about this project and the new campaign. This communication builds further on the success of our existing platform - ‘There’s nothing like a Mentos Kiss’ - in the unconventional and unique Mentos tone of voice,” said Director Mentos Brand Team, Corrado Bianchi.
“The outstanding story line clearly communicates the advanced features of this product and is designed to quickly generate awareness and trial for this new Mentos gum concept.”