Hyde Park, London

October 2009

Neogama BBH shows urban oasis as a metaphor for refreshing power of Mentos Pure Fresh. In order to magnify the refreshing power of Perfetti Van Melle Mentos Pure Fresh, Neogama BBH has created a print campaign that uses a striking visual metaphor. The pieces show green areas embedded in large urban centers - Central Park in New York, Hyde Park in London and Shinjuku Gyoen in Tokyo – with the headline: "Crunchy outside. Refreshing inside. Surprising chewing gum with liquid filling.

Print advertisment created by BBH, Brazil for Mentos, within the category: Confectionery, Snacks.

Crunchy outside. Refreshing inside.
Surprisingl chewing gum with liquid filling.

Advertising Agency: Neogama/BBH, São Paulo, Brazil
Executive Creative Director: Alexandre Gama
Creative Directors: Márcio Ribas, Wilson Mateos
Art Director: Thiago Cruz and Rafael Segri
Copywriter: Silvio Amorim

Comments (23)

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Highest Rated

hari.'s picture
Activity Score 375

i like the NYC one betta

Guest's picture

Amazing campaign!

Guest's picture


Guest's picture

easy yet great!

mikeelrapido's picture
Activity Score 1929

Nice idea.


Prof's picture
Activity Score 1449

amazing foto and i guess its a fresh idea. not bad at all.

Quite really.

Juan Cabral's picture
Juan Cabral
Activity Score 709

I like that too.

Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

krautland's picture
Activity Score 3216

you are not juan.

Andrea Afeltra's picture
Andrea Afeltra
Activity Score 96

Nice and fresh ad

sirvan's picture
Activity Score 29860

What's there to like? It's a straight-up metaphor. A BORING metaphor. The copy is crap. Please... move on.


"I love some things, and don't love some other things."

Jakarta Jack's picture
Jakarta Jack

Totally agree. It's utterly boring. Mentos is worth more exiting advertising than this.

Guest's picture

Come on.thats great. Yes, it is a metaphore, but a fresh and new one

krautland's picture
Activity Score 3216

shit. it's not just a metaphor, it's a pun.

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

Totally not connecting with me as a consumer. And I'm the target. I eat tons of chewing gum. All kinds of gums. The comparison/metaphor/analogy here feels completely irrelevant on an emotional level.

I thought the visual puns were not allowed in advertising anymore...

Guess not. : (

rolling.stone's picture
Activity Score 2741

fully agree


~ Quite obviously, I have gathered no moss ! ~

Guest's picture

Nice and clear I really like the campaign

silvi's picture
Activity Score 4172

Excelente la manera de transmitir la sensación que produce el producto. Muy gráfico y claro.

Guest's picture

So the candy tastes like a city on the outside? yea ill pass.

Sydney based jake's picture
Sydney based jake
Activity Score 115

Awesome use of the surroundings. Great idea.

Guest's picture

Clevvvvver. Nice work Neogama/BBH, São Paulo, Brazil.

Ed Rapport's picture
Ed Rapport
Activity Score 724

i agree with Jet propulsion lab.. by the way thats a cool name. This ad does not connect with the consumer the visual communications switch is off. The metaphor is not connecting with me either, i guess its something about the product shot in the add. I think even all the copy needs to be reversed white to be consistent.

Guest's picture

Do caralho!

shwet's picture
Activity Score 103

ohhhhhhhh.................superb man


hari.'s picture
Activity Score 375

i like the NYC one betta