Mentos has brought its ‘Who Says No to Mentos’ campaign to the streets of London, with a high profile taxi takeover activation.
The activity, which aims to drive sales of Mentos Choco & Caramel and Mentos Choco & Mint rolls, sees branding across 100 of the capital’s black cabs. The vibrant ‘Who Says No to Mentos’ messaging features on both sides of the taxis, and on the underside of the tip-seats, making it unmissable to passengers as they whizz through London. To further cement Mentos as the brand that brings people together, every driver will treat their customers to a roll of Mentos Choco to share.
In addition, Mentos is offering fans the chance to win a year’s supply of Mentos Choco, by sharing a selfie of themselves in the back of a Mentos Taxi, with the hashtag #MentosLondon to the Mentos Facebook Page.
Mentos brand manager Claire Powley says: “Our ‘Who Says No to Mentos’ campaign has been a big hit so far, and as London is such an important hub for our audience, it was an obvious choice for the next phase. Taxi drivers are renowned for their ability to chat to anyone and make instant connections – the perfect partner for Mentos – and black cabs offer us a fantastic platform to carry our messaging and raise brand visibility in a high impact way.
“We have seen a big increase in demand for sharing snacks, and these new 3-pack formats provide the perfect solution for shoppers looking to treat themselves and their friends.”
This activity follows the success of billboard advertising, interactive photo booths and extensive city centre branding in Birmingham and Manchester.