Mentos launches Fresh Feels Like campaign via The Idea Shed

The Idea Shed - Mentos

Richie Strettell: “Our goal was to create relatable yet delightful scenarios that resonate with our audience, showcasing that fun needs no reason.”

The Idea Shed has teamed up with Perfetti Van Melle to launch the new Mentos campaign, Fresh Feels Like, as part of the brand’s ‘Yes To Fresh’ platform.

This marks the first campaign the Sydney-based creative commerce agency has brought to life for Mentos. It aims to bring a refreshing new perspective to everyday moments, highlighting Mentos as more than just a fresh breath—it’s a fresh mindset.

Mentos required a localised campaign to introduce the ‘Yes To Fresh’ platform to the Australian market. The brand enlisted The Idea Shed to bring this story to the Australian people with an Out-Of-Home media buy supported by social media.

Richie Strettell, partner at The Idea Shed, said: “The thrill of turning everyday moments into something unexpectedly fresh is what we wanted to bottle with this campaign. Our goal was to create relatable yet delightful scenarios that resonate with our audience, showcasing that fun needs no reason. It’s been great to work with the team at Perfetti Van Melle, and we hope this is just the first of many successful collaborations.”

The campaign aims to drive awareness and establish Mentos as the brand that disrupts the everyday. Developed and produced in just six weeks, The Fresh Feels Like campaign features scenes where the hero talent experiences everyday moments like being at the barber or working in the office, which are then changed in an instant by events such as a cancelled meeting or a fresh fade. These scenarios bring the concept of fresh to life in a relatable way.

Michael Puglisi, country manager ANZ at Perfetti Van Melle, said: “The Fresh Feels Like campaign beautifully captures Mentos’ essence, thanks to The Idea Shed. Their collaborative spirit and creative vision, bolstered by our brand team’s support, were key to bringing this vision to life.”

The Idea Shed - Mentos

The Idea Shed Credits:

John Volckman – Partner / Executive Creative Director
Richie Strettell – Partner
Steve Madgwick – Group Creative Director
Daniel Miller – Senior Creative
Adrian Moore – Head of Experience
Claire Hughes – Senior Designer
Karin Andreasson – Head of Growth
William Sones – Senior Account Manager

Production Credits:

Chronicle Studios – Production Agency
Dale Bennetto – Head of Production
Si Kirk – Director of Photography
Kate Turner – Producer
Kosta Klemencic – Gaffer
Margarita Gershkovich – Production Stylist
Flo Orban – Animator/Editor

Client Team:

Nikolah Best – Senior Brand Manager, Perfetti Van Melle
Margretta Sowah – Assistant Brand Manager, Perfetti Van Melle
Michael Puglisi – Country Manager ANZ, Perfetti Van Melle
Dianaimh Phelan – Brand Manager, Stuart Alexander
Siobhan Feeney – Senior Brand Manager, Stuart Alexander
Ann-Marie Raza – Head of Marketing – Confectionery, Stuart Alexander

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