Mentos Pure Fresh: Hyde Park, London

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

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.

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


Guest's picture

Amazing campaign!

Guest's picture


Guest's picture

easy yet great!

mikeelrapido's picture
1929 pencils

Nice idea.


Prof's picture
1453 pencils

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

Quite really.

Juan Cabral's picture
Juan Cabral
709 pencils

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
3220 pencils

you are not juan.

Andrea Afeltra's picture
Andrea Afeltra
96 pencils

Nice and fresh ad

sirvan's picture
29870 pencils

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
3220 pencils

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

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

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
2740 pencils

fully agree


~ Quite obviously, I have gathered no moss ! ~

Guest's picture

Nice and clear I really like the campaign

silvi's picture
4172 pencils

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
115 pencils

Awesome use of the surroundings. Great idea.

Guest's picture

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

Ed Rapport's picture
Ed Rapport
724 pencils

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
103 pencils

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


hari.'s picture
375 pencils

i like the NYC one betta

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