Mentos

The challenge

Mentos is in a category where nobody is loyal and everybody is cheap. Standing out means being funnier and faster than the shelf next to you.

The one that went properly viral

I found a trend one morning and we were on it before it peaked.

I didn't cut that video. I wasn't the one in CapCut. What I did was watch enough to spot it early and say this one, now, which is the part of reactive social nobody can teach. The edit takes an hour. Knowing which morning matters is the job.

The mascot

The Discovery Roll mascot carried a run of lo-fi TikToks. It finds a bus painted in its own colours. It turns up after the work party having clearly done something unforgivable. It sits, entirely unbothered, while somebody shouts at it.

Cheap to make, quick to turn around, and they worked because they didn't look like advertising.

Out of home

Mentos moved their gum out of plastic and into paper. That's a packaging change most brands bury on the back of a pack. I put it on a wall in WH Smith.

There's also a Heathrow Terminal 5 wraparound, and a Discovery Roll piece where I did the animation and assisted on the design.

The WH Smith wall at Heathrow Terminal 5. The paper packaging change, in place.

WH Smith paperboard

F 9:16 — tall OOH, Adam to find and add

Statics

A run of graphics over the years. A Shia LaBeouf tribute, just chew it. An April Fools where Mentos becomes men and toes. Yes To Freshers. A fruit meme. The flavour showcase.

Different jokes in different registers, which is the harder skill. Statics are where most video people come unstuck.

The Shia LaBeouf tribute: Just Chew It.

April Fools: Mentos becomes Men and Toes.

yes to freshers

The flavour showcase.

A fruit meme.

The results

The Yes To Fresh platform ran 17M+ views across 2025 and went viral several times over.

That's the platform's number, not mine. I make some of what's inside it.