Mentos is on TV screens until December with a new marketing and advertising campaign Who Says No to Mentos. The initiative also includes outdoor, digital, social, PR and experiential activity. The brand will also be present on YouTube, with a targeted video-on-demand promotion, plus a heavyweight Facebook activation and Spotify Billboard advertising.

Outdoor and sampling activity is taking place in Birmingham, and will include interactive booths in the city centre, where shoppers will be able to fully engage with the brand, and even have the opportunity to star in the advertising.

Mentos brand manager Claire Powley says: “This national campaign is our largest ever investment on the Mentos brand. We chose Birmingham for the outdoor project as it is the UK’s second most populated city, so is the ideal place for us to connect with 18 to 34 year olds.

“Support will include everything from branding on impressive, large format digital sites, to integrated sampling and four weeks of outdoor activation. One in three city-centre buses will also carry the branding, along with one in five six-sheets and one in three phone boxes in key high street locations, in close proximity to stores. We are confident that Who Says No to Mentos will solidify our position as the brand that brings people together.”