When BBH was tasked to come up with a campaign to launch a special edition Mentos candy bar for Singapore’s National Day, little did we think it would make front page of the Wall Street Journal’s US print edition, talked about on CNN news, go completely viral on social media sites, make hundreds of more international headlines, receive 350,000 hits on YouTube and headline every national newspaper in Singapore.
With the help of BBH, Mentos, in keeping with their brand truth of “fresh thinking” decided to show some love and do something radical for Singapore to celebrate National Day. Instead of just rah rah-ing national pride, we tackled a pressing social problem: Singapore’s declining birth rate. We devised the Mentos National Night campaign – a rap song – that called for all Singaporeans to do their ‘National Duty” on the night of August 9th. That’s right. We called on Singapore to make love to help boost the nation’s birthrate. Music, the ultimate language of love, was the official campaign medium. The specially composed ‘National Night’ rap was aired on a variety of channels including YouTube, Sound Cloud, and social media sites. The song, lyrics and chords were available for download while the rap was taught to and played by local cover bands around Singapore leading up to the big night!