The 93-year-old candy brand Mentos is bridging generations by tapping into two enduring cultural touchstones: its iconic ‘90s jingle and the viral “soda geyser” experiment. In a dual-pronged campaign, Perfetti Van Melle (Mentos’ parent company) is reimagining these classics to resonate with Gen Z while reigniting nostalgia among older consumers—a strategy poised to capitalize on the $54 billion global candy market.
Jingle 2.0: From Cheesy to Creator-Driven
On April 1, Mentos relaunched its earworm jingle across social media, streaming platforms (like iHeart Radio and YouTube Music), and influencer collaborations. Gone are the original ‘90s ads, often remembered for their campy charm. Instead, the brand enlisted digital creators—including Adam Waheed, That’s a Bad Idea, and Aubrey Gavello—to produce ads infused with Gen Z humor.
“We wanted to honor the jingle’s legacy but make it feel fresh for today’s audience,” said Jen Redmond, Perfetti Van Melle’s gum and mints category director. The updated spots replace the classic “pinstripe suit on a wet bench” gag with absurdist scenarios like parking fails and cleaning blunders. A second phase, launching May 1, features musical comedians Carter Vail and Kyle Gordon (known for TikTok parody hits) tweaking the jingle’s lyrics.
Why it works: Nostalgia marketing thrives on emotional connection. For millennials, the jingle evokes childhood memories; for Gen Z, creator-driven content feels native to their feeds. The approach aligns with Circana’s 2024 data showing gum/mints outpacing chocolate in sales growth (1.9% vs. 0.4%).
Fortnite and the “Fizzooka”: Gaming as a Gateway
Mentos’ other play? Turning its viral soda-geyser experiment into a Fortnite weapon. In collaboration with agency BBH London, the brand dropped the “Mentos Fizzooka”—a rocket launcher that mimics the explosive reaction between mints and soda—into popular Fortnite Creative maps. The item reaches over 1 million daily players, merging science experiment lore with gaming culture.
“Gaming is life for Gen Z,” noted Redmond. The activation, developed independently of Epic Games, reflects a broader trend of brands leveraging virtual worlds for engagement. It also hedges against real-world volatility, from TikTok’s uncertain future to tariff disruptions.
The Bigger Picture: Nostalgia Meets Necessity
Mentos’ strategy underscores two truths:
Nostalgia is ageless. By refreshing retro assets, brands can span generations without alienating core demographics.
Adaptability is survival. As Redmond put it, “Staying nimble is critical. If one platform falters, we pivot to where consumers are.”
With candy sales projected to hit $70 billion by 2029, Mentos’ blend of nostalgia and innovation might just be the blueprint for legacy brands eyeing Gen Z’s wallet—one soda explosion at a time.
Related topics:
- YouTube Spotlights How Brands Can Own Cultural Moments at Ad Showcase
- Inside Poppi’s Push into Gaming as Prebiotic Soda Marketing Bubbles up
- Uno Plays into Game Night Trend with Themed Social Clubs
