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mentos

Love Story

Although Mentos was already well known in China for its colored sugar candies, its chewing gum less so, and the brand competed in a category dominated by well-established giants like Wrigley’s. To grow, we needed to show consumers something they’ve never seen from a chewing gum brand.

“Love Story” told of an emotional long distance romance that combined two things consumers already loved— TV melodramas and a good spoof—to make Mentos Gum both hilarious and memorable.

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