# Tormentingly Tart Ads The Mentos Sour Marbels Campaign is "Intolerably Sour" By Meghan Young | Published 2012-03-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mentos-sour-marbels-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/03/mentos-sour-marbels-head/) & [ogilvy](http://www.ogilvy.com/) The [Mentos Sour Marbels](https://www.trendhunter.com/trends/mentos-sour-gum) 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](https://www.trendhunter.com/trends/philadelphia-mexican-style-campaign), 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](https://www.trendhunter.com/trends/itsugar-retro-sours) is, and this campaign depicts it perfectly. It was illustrated by Deelip Khomane. ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 12% | Activity: 17% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Tartness Obsession:** Consumers are obsessed with trying intensely sour flavors and may be receptive to other types of unconventional flavor experiences. - **Vivid Ad Imagery:** Ads that use vivid or even disturbing images can pique consumer curiosity and boost brand awareness. - **Personifying Consumer Experience:** Personifying internal inanimate objects can be an effective way to tap into consumers' emotions and make a brand more relatable. ### Industries Being Reshaped - **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. - **Advertising:** Ad agencies can use vivid and unconventional imagery in ads to create buzz, increase brand awareness, and differentiate their clients from competitors. - **Graphic Design:** Graphic designers have an opportunity to use unique and attention-grabbing imagery to creatively meet the advertising needs of their clients. ## Related on Trend Hunter - [Cringe-Worthy Photo Campaigns](https://www.trendhunter.com/trends/cringe-or-candy.md) - [Extra-Sour Gum Products](https://www.trendhunter.com/trends/mentos-sour-gum.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Texture-Driven Sour Candy Products](https://www.trendhunter.com/trends/face-twisters-sour-candy.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md) - [Larger-Than-Life Candy Campaigns](https://www.trendhunter.com/trends/15foot-inflatable.md) - [Whimsical Snack Machines](https://www.trendhunter.com/trends/jaffa-cakes-installation.md) - [Fly-Attracting Seltzer Ads](https://www.trendhunter.com/trends/truly-hard-seltzer-ad.md) - [Major Fan-Centric Candy Campaigns](https://www.trendhunter.com/trends/skittles-obsessed.md)