Brief Explanation

Challenge Mentos wanted to promote Pure Fresh, a dual layered gum with extra breath freshening power. But in China, the gum market is dominated by Wrigley's with a whopping 96% Share of Voice. The challenge was to get noticed by Chinese youth who thinks all minty gums are the same. Idea: Unexpectedly powerful breath. Gum ads in China are mostly cliché love stories. We mocked this cliché by creating a parody film: A guy in a long distance relationship tries to appease his lonely girlfriend. He blows a kiss into a jar then mails it to her. She excitedly opens the jar… and her face gets blown ugly by the powerful wind in the jar. This film was launched on TV and in micro blogging.