Mentos Pure Fresh: Shinjuku Gyoen, Tokyo

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

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10 comments

Guest's picture
Guest

Makes sense, works pretty well.

sirvan's picture
sirvan
29870 pencils

Oh, come on . Really? You guys like this?

+++

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

Guest's picture
Guest

Love it. Simple and brillant

Guest's picture
Guest

Awesome. Really simple and intriguing

Guest's picture
Guest

It's the same ad, repeated 3 times. Same line each time, visuals are virtually the same. I'm confused? There's no other way to visually play off the "crunchy/refreshing"? Only lakes/parks in the middle of urban settings? C'mon...surely there are other ways to illustrate this, and thus make the visual aspect of the campaign more compelling. Decent enough idea, but kind of lazy to do the same thing 3 times.

Guest's picture
Guest

This is bad bad bad creative

Blashyrkh's picture
Blashyrkh
32701 pencils

I know better places filled with liquids.

rpanoop's picture
rpanoop
138 pencils

the park goes with refreshing but city=crunchy?

rolling.stone's picture
rolling.stone
2740 pencils

seldom they originally done it in English,

hence probably copy lost in translation

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~ Quite obviously, I have gathered no moss ! ~

Guest's picture
Guest

so simple, so great.

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