| Title | Mentos® Fresh Talent (Clip Almä Mango) |
| Agency | DENTSU CREATIVE |
| Campaign | Mentos Fresh Talent |
| Advertiser | Perfetti Van Melle |
| Brand | Mentos |
| Date of First Broadcast/Publication | 2023 / 10 |
| Product | CONFECTIONNERY |
| Business Sector | Candies |
| Tagline | Mentos révèle la fraîcheur des artistes de demain |
| Story | Mentos® (Perfetti Van Melle Group) has been an emblematic player in the confectionery sector since 1932. Freshness is rooted in the brand's DNA, as evidenced by its signature "Yes to fresh". A very popular brand with young people in the 90s, it still enjoys excellent awareness, but is experiencing a lack of consideration among 18-35 year-olds. 67% of young people make music, most of them recording it in their bedrooms, sharing their creations and dreaming of making their name on it. But breaking through takes time, and very few manage to popularize their creations and to show their young talent to the world. Young artists can lose their freshness and motivation. How to re-establish Mentos as an aspirational, cool brand rooted in pop culture, and to recreate brand preference among these young people? How to bring these young talents to light and allow them to reveal their freshness? We wanted to offer a platform to young people by revealing their artistic identity. We teamed up with music reference Spotify. We used their data to identify the 4 most promising artists, with the fewest streams but the greatest potential, from among a hundred or so young artist profiles: ALMÄ MANGO, YAASTER, LÉMOFIL & IGEE.4 music enthusiasts who seduced us with the talent and authenticity of their music, but still in the early stages of their careers. Just like a real music label, we revealed their talent, from musical production to style, art direction, script and photos. We produced their very first video clip, a clip that looks just like them (+/- 1mn30s ). DENTSU CREATIVE, accompanied by director Liswaya, co-created clips with the artists and the creative team, with very different styles, allowing the personalities of the 4 artists to come alive. We broadcast their performances on all music promotion platforms: YouTube, Instagram, TikTok. On Spotify, the Mentos Fresh Talent playlist dedicated to these young artists featured 5 tracks per artist. Trailers, presenting the campaign, were broadcasted throughout the operation. |
| Philosophy | Une campagne qui renoue avec l'univers de la musique et qui vise à recréer un lien privilégié avec sa cible. |
| Problem | Marque très populaire auprès des jeunes dans les années 90, Mentos jouit toujours d'une excellente notoriété, mais connaît un manque de considération chez les 18-35 ans. Mentos® souhaite aujourd’hui recréer de la préférence de marque auprès des jeunes, en s'imposant à nouveau comme une marque aspirationnelle, cool et ancrée dans la pop culture. |
| Media Type | Web Film |
| Length | |
| Executive Creative Director | Sébastien Zanini |
| Deputy Managing Director | Sébastien Zanini |
| Art Director | Benoit DELDIQUE |
| Copywriter | Sacha Baroukh |
| Advertising Manager | Lila Mouhoubi |
| Marketing Director | Sonia Depoilly |
| Chief Executive Officer (CEO) | Cécile Bitoun |
| Managing Director | Nathael Duboc |
| Deputy Managing Director | Amélie Ozouf |
| MOTION DESIGN | Priveen AMIRTHALINGAM |
| Strategic Planning Director | Alexandra Servant-Rony |
| Strategic Planner | Zoé Delmere |
| Project Manager | Mathilde Roux |
| Agency Contribution | Dentsu X |
| Chief Executive Officer (CEO) | Véronique Margerit |
| Deputy Managing Director | Jenny MONTEIRO |
| Managing Partner | Sylvie Le Clech |
| Account Executive | Caroline DE ABREU |
| Consultant | Olivier Carne |
| Consultant | Joffrey Dutto |
| Consultant | Laure-Anne Thebia |
| Project Manager | Sonia Fadel |
| Production Company | Blackbox |
| Director | Liswaya |
| Producer | Dorian Salort |
| Head of Production | Sébastien Cosset |
| Post Production | Back Up |
| Audio Post Production | The Mixmen |
| Sound Track | The Mixmen |
| Production Assistant | Laura Giovanonni |
| Assistant Director | Naïma Ometak |
| Director of Photography (DOP) | Juanjo L.Salazar |
| Post Production | Céline Séné |
| Editor | Richard Guyot |
| Grade | Romain Loiseau |
| Sound Producer | Lisa Chaumont |
| Executive Creative Director | Sébastien Zanini |
| Deputy Managing Director | Sébastien Zanini |
| Art Director | Benoit DELDIQUE |
| Copywriter | Sacha Baroukh |
| Advertising Manager | Lila Mouhoubi |
| Marketing Director | Sonia Depoilly |
| CEO | Nathael Duboc |
| Deputy Managing Director | Amélie Ozouf |
| Motion Design | Priveen AMIRTHALINGAM |
| Strategic Planning Director | Alexandra Servant-Rony |
| Strategic Planner | Zoé Delmere |
| Project Manager | Mathilde Roux |
| Agency Contribution | Dentsu X |
| Chief Executive Officer (CEO) | Véronique Margerit |
| Deputy Managing Director | Jenny MONTEIRO |
| Managing Partner | Sylvie Le Clech |
| Account Executive | Caroline DE ABREU |
| Consultant | Olivier Carne |