Mentos Australia hires strawberry-headed hitmen in new campaign via Naked Communications

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Strawberry Mentos.jpgStuart Alexander and Naked Communications have launched Mentos Strawberry in Australia with a new campaign featuring two strawberry-headed hitmen.

 

The campaign, which went to air on the weekend, features the strawberry hitmen busting down a door in true pop culture style and wielding a roll of Mentos Strawberry, ready to give the unsuspecting victim inside ‘the ultimate flavour hit’.

The campaign will be rounded out by out-of-home and digital activity.

 

Says Simon Veksner, head of ideas at Naked Communications: “We needed to create a campaign that was instantly recognisable and enticed purchase. We’re confident that evoking the cool of pop culture hitmen will resonate strongly with our audience and the playfulness of the strawberry heads will draw them to the brand.”

 

Says Paddy Bryans, head of marketing – confectionery and snacks at Stuart Alexander: “Mentos Strawberry has only been in the market as a limited edition product so the launch campaign needed to be fresh and ownable. The Strawberry hitmen are great characters which perfectly showcase the spontaneous, humorous and unconventional tone of the brand.”

Stuart Alexander

Head of Marketing: Paddy Bryans

Brand Manager: Chris Allan

Perfetti Van Melle

Country Manager: Bill Crowder

Agency: Naked Communications

Head of Ideas: Simon Veksner

Strategy Director: Adrian Mottershead

Account Manager: Rachel Strobridge

Agency Producer: Gabrielle Flanagan

Creative: Adrian McNamara

Creative: Kat Mercer

Creative: Paul Bootlis

Designer: Tim Batterham

TV Production – Curious Film

Director: Sam Kristofski

Producer: Stuart Giles

Media – Razor Media

Business Manager: Jamie Palmer,

Senior Media Planner: Katie de Belin