Mentos Funny Ads: A Burst of Humor and Fresh Thinking
Mentos Funny Ads since its entry to the Indian market in 1999, Mentos has become associated with humor, wit and fun problem solving, epitomized by the tagline ‘The Freshmaker’. But what was remarkable about the brand was how it managed to market what was essentially a mint, using humour Thanks to the The creative trend of the brand’s marketing wasn’t only focused on selling products themselves; it was much more about the benefits the products could bring – being young and free, having an ability to think outside the box and handle difficulties in a relaxed manner. So, Mentos did not just sell mints – in their advertising, the company marketed an idea of intelligent refreshing through humor.
A Journey from “The Freshmaker” to “Dimag Ki Battii Jala De!”
When Mentos came to India, it positioned itself as “The Freshmaker,” a tagline used around the world. But only a few years passed before the company came to notice that it wanted a more localized message in India. But it wasn’t until 2003, when Mentos Video Ad Campaign introduced the unforgettable tagline- the entertaining – “Dimag Ki Battii Jala De!” (Light up your brain’s bulb). This was indeed a decisive time for Mentos marketers who not only was able to depict the new image of freshness, but the more intellectual concept of freshness by way of thinking of something out of the box.
Such a new slogan lead to the creation of a number of successful campaigns featuring every day characters and their funny problems. All possible thanks to Mentos – a funny and original solution that puts the ordinary in a new light. The tagline became very popular and more than a marketing phrase for the campaign, it transcended to become a reference of culture.
Relatable Real-Life Situations and Humor
One of the most attractive things about the Mentos ads was how they portrayed situations that were familiar and relevant to ordinary people. These commercials usually featured funny and over the top scenarios where people had to improvisingly deal with unusual configurations. Perhaps it was a school boy working out a complex exam question or someone trying to comically escape an embarrassing moment; in every instance, Mentos ads never failed to promote ‘thinking smartly,’ a notion which was quite elegantly tied to the brand. The idea ‘Aam Zindagi vs. Mentos Zindagi’, or Ordinary life with and without Mentos, was leveraged successfully across all demographics, hence becoming one of the longest lasting and successful advertising campaigns in Indian advertising history,.
In harnessing not just universal but even day to day challenges, the ads reached out to audiences across all social classes and helped in putting the brand in the hearts of millions. The connection was so deep among the Indian youth that Mentos not only turned out to be a chewing candy, but the candy emphasized on being smart, creative and different.
Evolution of Mentos Ads
Mentos can change and yet remain faithful to their core message, as can be seen in the evolution of their advertising. The earliest worked with humour and it was nice to experience an enjoyable and refreshing creative shot of creativity – a ‘light bulb’ moment. As time passed by, the style has changed a little bit, but the humour never lost his magic. With every new campaign, Mentos proved that it wasn’t about candy only – it was about selling a way of thinking, a better and more exciting way to encounter life’s problems.
Mentos’ advertising has evolved to suit the modern world, as evidenced by the #Complimentos campaign. Today, it simply asks for interactivity and suggests people share compliments and positivity, ideas which are in line with the values of the brand Fresh and Bright. Such procedures accommodate the shifts occurring in contemporary society, more so after the pandemic when seeking connection and engaging in positive interactions became more significant than ever before.
