The Mentos Sour Marbels Campaign is "Intolerably Sour"
Meghan Young — March 8, 2012 — Marketing
References: ogilvy & ibelieveinadv
The Mentos Sour Marbels campaign shows that this candy is so tart, it will torment every single side to a person's persona. This is represented by a troop of mini men that have been illustrated inside a person's head. Smushed together as though they were performers in a clown car, these voodoo-looking men are embedded with nails, clipped with pliers and wrapped in barbed wire.
Created by Ogilvy & Mather, an ad agency based in Mumbai, India, the Mentos Sour Marbels campaign might be disturbing, but that is clearly the point. People want to know just how effective the tartness of a sour candy is, and this campaign depicts it perfectly. It was illustrated by Deelip Khomane.
Created by Ogilvy & Mather, an ad agency based in Mumbai, India, the Mentos Sour Marbels campaign might be disturbing, but that is clearly the point. People want to know just how effective the tartness of a sour candy is, and this campaign depicts it perfectly. It was illustrated by Deelip Khomane.
Trend Themes
1. Tartness Obsession - Consumers are obsessed with trying intensely sour flavors and may be receptive to other types of unconventional flavor experiences.
2. Vivid Ad Imagery - Ads that use vivid or even disturbing images can pique consumer curiosity and boost brand awareness.
3. Personifying Consumer Experience - Personifying internal inanimate objects can be an effective way to tap into consumers' emotions and make a brand more relatable.
Industry Implications
1. Confectionery - Confectionery companies have an opportunity to create and market intensely sour candy products to meet the consumer demand for unique and unconventional flavor experiences.
2. Advertising - Ad agencies can use vivid and unconventional imagery in ads to create buzz, increase brand awareness, and differentiate their clients from competitors.
3. Graphic Design - Graphic designers have an opportunity to use unique and attention-grabbing imagery to creatively meet the advertising needs of their clients.
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