mentos
dancing for wifi
Capabilities:
Mentos is all about human connection, so it wanted to unglue people from their screens.
To do that we used the universally recognised currency of… [dramatic pause] WiFi. To get their precious internet, café goers just had to make a stranger laugh out loud, wink at someone or start dancing, proving making friends is easy, especially when you have Mentos in your pocket.
9
Country adaptations.
5
Language translations.
2
Global market reproductions.
Chewing gum is bought on impulse, often without a second’s thought. In the world of gum, staying top of people’s minds is the way to their wallets. So we need a brand act that would prove to the world what Mentos believes in with a bit of fun. Staying top of mind meant running a little social experiment.
Instead of focussing on the product, focus on how the product can spark something. For real.
We created ‘Mentos WiFi’, an unscripted social experiment that encouraged real-life face-to-face interactions between strangers. It took place in a café in Kuala Lumpur and was filmed by hidden cameras. In order to get access to the WiFi, customers were asked to perform a task with another café guest like making paper airplanes, dancing, sharing a Mentos or asking them what they were drinking.