In an apparent move to better identify with the Millennial generation’s positive outlook on life, Mentos, with help from the brand’s new agency, McKinney, has launched a new campaign that veers dramatically from the brand’s lovably hokey “the freshmaker.”
The new approach is fronted by a decidedly less hokey commercial that carries the brand’s new tagline, “Roll With It.” The old jingle is replaced by new music from Beacon Street Studios and the antics are slightly less goofy. But true to the brand’s heritage, it’s still all about getting the girl as the guy does in this ad.
The brand will spend $30 million over the next year to promote its mints along with Mentos Pure Fresh gum.
