How do you make a mint that is so cool, hip, and fresh it’s almost absurd, even cooler? Take it on tour across the U.S.!

Mentos®
"Keep It Fresh" Tour 2007
Event Marketing, Demographic Targeting

Challenge
Mentos’s huge success with the Mentos soda geyser built momentum and publicity that they couldn’t let slip away. They wanted to build on that success, and use it to insert the Mentos brand further into mainstream pop culture — through the back door.

Solution
That's where we come in. INNOVA designed and implemented a grass roots marketing tour that brought the brand to life with the freshest talent, games and music; and a fleet of branded convertibles that you couldn’t miss! Mentos was by far the coolest thing happening at college campuses and events across the country!

We reached millions! This tour wasn't just samples, it wasn't just a bunch of impressions — it was the coolest 18-24-year-olds in the country coming to just chill with Mentos. It was consumers having fun with the brand. You can't put a price tag on that!

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