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A Refreshing Take on Outdoor Advertising

Mentos, in partnership with Perfetti Van Melle, has unveiled an exciting new campaign titled "Fresh Feels Like" through The Idea Shed, a renowned Creative Commerce Agency based in Auckland. This campaign marks the first initiative of its kind from The Idea Shed for Mentos and is part of the brand’s broader "YES TO FRESH" platform.

Scheduled to debut on August 5, the "Fresh Feels Like" campaign is designed to offer a refreshing perspective on everyday moments, positioning Mentos not just as a breath freshener but as a symbol of a fresh mindset and a new way of experiencing the world.

A Campaign Tailored for New Zealand

Understanding the importance of localization, Mentos sought a campaign that would resonate deeply with the New Zealand audience. To achieve this, they turned to The Idea Shed for their expertise in crafting contextually relevant creatives. The campaign incorporates a substantial Out-Of-Home media buy, strategically placing billboards and other advertising formats in high-traffic areas to ensure maximum visibility and impact.

The campaign’s objective is clear: to disrupt the routine of everyday life and infuse it with a sense of fresh fun. By using Out-Of-Home advertising, Mentos aims to create a memorable impression that will make the brand stand out in the crowded marketplace.

Creativity in Action: Transforming Everyday Moments

Richie Strettell, partner at The Idea Shed, elaborates on the campaign’s vision: “We wanted to bottle the thrill of turning mundane moments into something unexpectedly fresh. Our goal was to create scenarios that are both relatable and delightful, illustrating that fun doesn’t need a special occasion. Working with Perfetti Van Melle and Havas New Zealand has been a fantastic experience, and we’re excited about the potential for future collaborations.”

The "Fresh Feels Like" campaign features a series of relatable and engaging scenes where the protagonist encounters everyday situations, such as visiting the barber or working in an office. These scenarios are then transformed in an instant by unexpected events like a canceled meeting or a new haircut. Through these scenes, the campaign brings the concept of "freshness" to life in a way that is both poetic and universally appealing.

This creative approach not only highlights the versatility of Mentos but also aligns perfectly with the brand’s "YES TO FRESH" platform. The use of Digital Out-Of-Home (DOOH) media amplifies the campaign’s reach, making it easier for the target audience to engage with the brand’s message in their daily lives.

The Impact of DOOH in Modern Advertising

The success of Mentos’ campaign underscores the growing importance of DOOH and billboards in the realm of outdoor advertising. Outdoor advertising companies like The Idea Shed are instrumental in crafting campaigns that not only capture attention but also resonate with the audience on a personal level.

By leveraging innovative outdoor advertising strategies, brands can create memorable experiences that stand out in the crowded media landscape. For advertising companies near me, this approach offers a unique opportunity to utilize creative and contextually relevant advertising that engages the audience and reinforces brand messaging.

Looking Ahead: The Future of Outdoor Advertising

As the "Fresh Feels Like" campaign continues to roll out across New Zealand, it sets a new benchmark for the potential of DOOH and billboards in outdoor advertising. The campaign’s success highlights how effective these mediums can be when combined with creative storytelling and localized content.

For other outdoor advertising companies, the Mentos campaign serves as a powerful example of how to engage audiences through fresh and innovative approaches. By focusing on relatable content and strategic placements, brands can create impactful campaigns that make a lasting impression.

As the advertising landscape evolves, embracing the creativity and effectiveness of DOOH and outdoor advertising will be key to capturing audience attention and driving brand success.