It’s becoming more commonplace to see campaigns that leverage the strength of the consumer’s viewpoint and deliver a spectacular product from a grassroots view. Mentos is among those that has succeeded in this realm.
Yonge-Dundas Square on August 13 was a scene of fun in the sun, with giant slides, gladiator challenges, and hilarious Sumo wrestling competitions. This was an adult fun park, conceived by Toronto resident, Danielle Lamarche, winner of the 2009 Mentos Campaign, “Make your World Go Rounder“.
Cossette was the agency responsible for this campaign. The premise: Make Your World Go Rounder was meant to be light-hearted and fun, and make Canadians smile by reminding them about life’s simple pleasures. According to Alison Neil of Cossette, “In the competitive and cluttered gum market we wanted to bring attention to a product feature of Mentos Gum, their roundness (the only round gum on the market), hence “make your world go rounder… we certainly consider this campaign to be non-traditional. We decided to develop an experiential/User Generated Content campaign to engage consumers, develop a dialogue with them and enhance their brand experience.”
Danielle Lamarche, who received a cash prize of $5000 summed up the day this way: “The event was extremely well received. An unbelievable amount of people came to the fun park. It was so well set up and had blow up games that even adults loved to participate in. It was steady all day and fairly long lines actually began to form after 6pm.”
Lamarche’s winning response : “Put up an Adult Fun Park in Dundas Square with blow up slides and more. We all want to be kids again!” Says Lamarche, “I really wanted to give a suggestion that would be something adults could do to let loose. I knew that it also had to the affordable and executable. It also needed to be an idea that could be Mentos Gum branded. I always watch out of the corner of my eye when kids play on the blow up toys these days and wish I was still able to do it as well. I’m sure many other adults feel that way so why not give them a chance to do it for a day?”
What does she think of the Mentos brand now? She sees a brand that tries to encourage positive thinking. “A lot of the responses that I saw were about giving to others, donations to charity, and making a mass audience happy. … People want to be happy and want to see the world become a better place. We’ve come to a time now where people are becoming much more aware of what is going on in the world and I think it’s important for brands to be aware and responsive to it.”
The campaign focus was the website: (www.makeyourworldgorounder.ca and http://www.pourquevotremondetourneplusrond.ca) but was heavily supported by out of home, transit, radio and web advertising. The latter also included social media accounts on Facebook, Twitter, YouTube and Flickr to support the contest, communicate the new line of products, begin developing brand loyalty, and help with Mentos Gum SEO.
The response to the contest was overwhelming. Close to 20,000 idea submissions in Canada were received.
According to Neill, “We feel that we’ve accomplished our goals of increasing brand awareness and communicating that Mentos Gum is a great, fun product that is close to consumers.”
In using consumer generated content to help fuel conversation, Neill agrees that UGC (User-generated content) works. Says Neill, especially ” when you listen to your consumers, participate in the dialogue and give back to them. We are big believers in experiential marketing at Cossette.”