Mentos launches ‘Mouth Off’ campaign for Cube gum

Mentos Australia has launched a campaign for Mentos Cube, created by The Idea Shed, positioning the brand as a tool for bold self-expression.

Centred on the cheeky tagline “Bite Me”, the campaign embraces Gen Z’s love of irony and humour, introducing a louder, more playful brand personality. The multi-channel rollout spans OOH, print, digital, social, in-store and experiential activations.

“We knew we had something special with Mentos Cube. Gen Z doesn’t want safe or same-old, they want something that feels like them,” Nikolah Gibson, senior brand manager at Perfetti Van Melle, said.

The Idea Shed partner/ECD John Volckman added: “From the start, we wanted this to feel different, louder, cheekier and way more fun than other gum ads. We didn’t want to just launch a product, we wanted to spark a movement.”