Mento’s is revamping their brand to reach Gen Z through gaming. Mentos recently gave a fresh spin to its marketing—tapping into influencer collabs, redoing its classic jingle, and recreating the famous soda geyser experiment on Fortnite. Gum and mints saw only close to 2% dollar sales growth in 2024, according to the National Confectioners Association, so the brand is aiming to pull in new consumers. The first part of their revamp happened earlier this month and included three comedy influencers who created their own skit-like ads on TikTok. However, to reach younger gens, their most important activation was entering Fortnite to bring their brand to life. For a limited time, the soda and Mentos mini-game will give users a custom rocket launcher shaped like a giant Mentos roll and soda bottle (called the Mentos Fizzooka) to conduct their own soda explosion. Coming next, the brand plans to update their 93-year-old jingle, changing the lyrics and using TikTokers Carter Vail and Kyle Gordon (a.k.a DJ Crazy Times), the latter of whom has repeatedly gone viral on the app for his ironically good beats and funny lyrics—to reach Gen Z. (Marketing Dive)
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