Mentos asked us to support the launch of its new Mentos ‘Say Hello’ product by encouraging young professionals to say more than just ‘hello’!
What we did?
With heaps of experience targeting this demographic, and a short lead time, we created a content led strategy, fast.
We partnered with Strictly Come Dancing contestant Aston Merrygold, who was flying high on the BBC One primetime show, to create a video showing him surprising office workers in a central London coffee shop for World Hello Day.
To help us land online national coverage, we commissioned research that showed modern day Brits are lacking in good manners, with almost two thirds frequently forgetting to greet somebody with a hello! We delivered a targeted news story and fresh content to inspire people to make more time to say hello and chat to each other, with the aid of the new Mentos candies as an icebreaker.
In addition we ensured that we took the campaign to the trade too – particularly convenience retailers, by partnering with Talking Retail to create equally engaging content in-store, with the same mechanic of encouraging their customers to ‘Say Hello’ and sample the new product.
Our fun content with Aston combined with the research story led to over 200 pieces of editorial coverage in national, regional and lifestyle media during the week of World Hello Day.