Mentos launches Fresh Action candy ad set in a flour mill

Mentos, the flagship brand of Perfetti Van Melle, has released a new TVC for its new Mentos Fresh Action candy. The ad presents the strong, cool freshness of the product through an unusual and amusing scene.

The ad is built on the tagline "Kya saans khuli, kya hawa chali". In the brand's familiar style, it uses humour and striking visuals to make a simple experience like freshness fun and memorable.

The campaign is set in a flour mill. The mill owner is covered in flour from head to toe when his wife reminds him that they have to attend a wedding. With no time at all to change clothes, he looks towards the boy who works at the mill. The boy quickly pops a Mentos Fresh Action into his mouth.

A sharp jolt of freshness follows, and a strong gust of wind blows up. All the flour on the owner's body is blown away, revealing a well-ironed sherwani underneath. The real fun comes when all that flying flour lands on his wife, who is standing behind him.

The forceful gust of Fresh Action's strong freshness is shown through this highly amusing scene. The ending is playful, lively and cheeky, which should appeal to young people. With its dash of humour and a bit of fun, the product experience comes across as interesting, relatable and easy to remember.

Gunjan Khetan, Marketing Director, Perfetti Van Melle India, said of the campaign: "With Mentos Fresh Action, we wanted to bring a feeling of sharp, cool freshness that adds something new to the Mentos portfolio. The idea of 'Kya saans khuli, kya hawa chali' gave us a way to present this experience in an entertaining manner, using humour to show how intense this freshness is. By turning an ordinary product experience into a unique and amusing moment, this TVC brings out Mentos' playful nature well."