The new Mentos Up2U ad campaign seeks to provide consumers with a a two-flavored pack of gum and get the public's opinion on which flavor they prefer.
In addition to television and magazine spots, the Mentos Up2U campaign also has billboards around Chicago urging consumers to call 1-800-304-UCHOOSE. The call then goes through a series of questions that seems to have little to do with the Mentos Up2U gum. Some highlights from the ridiculous questions include "Where do you think grandpa is hiding?" and "What is a good name for a mongoose farm?"
By the end of the question series, the voice states, "Thank you, friend, for your choices and the hard work you put into choosing all of them. After analyzing your responses, it appears that Mentos UP2U gum is the perfect gum for you. Please buy some and visit us at facebook.com/up2u."
This is the first step of a multitiered, heavy social media marketing campaign for the MentosUp2U gum. If the rest of the ads in this campaign are anywhere as funny as those that have already been released, we're in for a treat.
Stats for Personalized Gum Advertising
Trending: Older & Mild
Research: 1,393 clicks in 261 w
Interest: > 3 minutes
Concept: Mentos Up2U
Related: 61 examples / 47 photos
Segment: Neutral, 12-35
Comparison Set: 22 similar articles, including: social media printing, clip-on eco jewelry, and diet coke and mentos experiment 137.
Personalized Gum Advertising
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