Mentos Gum


The Challenge:

Boost trial and awareness of challenger brand Mentos Gum with 18-24 year olds.


The Strategic Insight:

Making fresh connections is a simple as sharing a piece of Mentos Gum. There’s no better time to prove this than college move-in week.


250 %

Increased unaided awareness by 250%

300 million

Earned more than 300 million impressions


Doubled engagement on Facebook and Instagram

Not only did Sam make more than 43,000 fresh introductions for Mentos, he accomplished what most new students couldn’t do over four years—he met the whole campus.


Music mogul DJ Khaled turned into Sam’s biggest cheerleader. His social posts, interviews with A-list entertainment media and a national contest to attend the concert made sure what happened in Madison didn’t stay in Madison.

A new chapter will soon be added to the long history of brands that give their stuff away. It will be about Mentos.”