MENTOS INTRODUCES ‘YES TO FRESH’—A CELEBRATION OF FLAVOR, FUN, AND A FRESH NEW OUTLOOK
Chennai: Mentos, from the house of Perfetti Van Melle India, makes a vibrant launch on television screens after a hiatus – announces a new campaign ‘Yes To Fresh’ that celebrates the fun transformation of boring, mundane moments into extraordinary experiences, with the freshness of Mentos flavors.
The campaign featuring actor Abhay Verma encapsulates the fresh, playful energy that Mentos brings to everyday moments. The idea behind the brand film is to showcase that eating Mentos candy is all about having fun and bringing in a fresh, creative perspective to play, perfectly aligning with the ‘Yes to Fresh’ concept.
The film opens in a mundane biology class, where students are visibly bored, yawning, and fidgeting absentmindedly. Abhay Verma, the protagonist, in boredom reaches out to the Mentos candy and pops one into his mouth, and instantly, a wave of refreshment washes over him, symbolized by upbeat music and a sudden shift in atmosphere.
The once-dull classroom transforms into a vibrant space in Abhay’s mind— his outfit bursts with color, the walls unfold, the benches rotate, and whimsical chaos ensues, while his oblivious classmates remain unaffected, adding humor to the scene. A student jolts awake as papers fly, an anatomy book lands comically on a girl’s face, and the professor’s wig takes flight, revealing a dancing skeleton. The fun peaks as Abhay pops another Mentos, reigniting the energy, and the classroom spins with unstoppable excitement, concluding with the iconic Mentos logo, a reminder of how Mentos can turn boring mundane moments into fun-filled experiences.
Click here to watch the ad-film.
“Mentos has long been synonymous with freshness & new perspectives, making a lasting impact on consumers everywhere. Our latest campaign, say ‘Yes to Fresh’, pays tribute to this legacy while introducing a fresh perspective tailored for Gen Z. This vibrant generation thrives on spontaneity and seeks out joyful experiences in their daily lives. With the charismatic Abhay Verma leading the charge, we showcase how enjoying Mentos inspires a fresh mindset, empowering individuals to uncover fun in the boring”, says Gunjan Khetan, Marketing Director, Perfetti Van Melle India.
Anurag Agnihotri, Managing Partner (Creative), Ogilvy West, shared his thoughts on Mentos’ comeback after 8 years, “We wanted to keep our message simple yet impactful. Life often presents us with everyday moments that feel stuck in a loop of monotony. That’s where Mentos comes in. With just one refreshing pop, Mentos turns those mundane moments into unexpected bursts of fun. No matter how dull the situation is, Mentos transforms it into something memorable and refreshing. That’s why Mentos – ‘Yes To Fresh!’”
“As a kid, refreshment meant Mentos for me. The first thing I’d buy with my daily pocket money was Mentos—and honestly, that’s still the case today! In fact, it’s even better now with the Mentos rainbow roll. It’s been a part of my life ever since, so becoming the face of this iconic brand after all these years feels like life has come full circle. It’s a ‘Yes to Fresh’ from me, as I let the fun unfold.” says Abhay Verma, Actor.
The ad-film showcases the Mentos Rainbow Roll, one of the most popular products in Mentos’ vibrant portfolio, known for its delightful mix of fruity flavors including strawberry, orange, watermelon and pineapple in a single roll adding a playful twist to the classic Mentos experience.
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About Mentos
Mentos is an iconic global brand in confectionery, first launched in India in 1999, and has since carved out a prominent place in the hearts of consumers with its refreshing offerings in two key categories: Soft Mints and Gums. Mentos has become synonymous with its famous array of campaigns that resonate deeply with Indian consumers. This new campaign is aiming to further solidify its position in the hearts of consumers, encouraging them to embrace spontaneity and flavor in their everyday lives.
For more information, please visit: www.mentosindia.com
About Perfetti Van Melle India Pvt. Ltd.
Having started India operations in 1994, Perfetti Van Melle India Pvt. Ltd. (PVMI) today enjoys the reputation of being market leaders in the confectionary space with a diverse portfolio of brands across segments (i.e. candies, jellies, gums & chewies) which provide differentiated consumer experiences across age groups. PVMI’s extensive distribution footprint spans 5 million outlets across India and the manufacturing facilities are located in Manesar (Haryana), Rudrapur (Uttarakhand) and Karanaipuducherry (Chennai). 30 years since its inception, Perfetti’s power brands like Center fresh, Center fruit, Mentos, Alpenliebe, Happydent, Alpenliebe Juzt Jelly, Chupa Chups continue to both delight and engage with the consumer with innovations across category expansion, variants, flavours, promotions, and clutter breaking advertising campaigns. Regarded as a ‘great Place to Work’ owing to its strong people culture, PVMI drives continuous improvement by way of external benchmarking and exposure to global best practices and building a sense of pride amongst its employees. As a responsible corporate brand, Perfetti is committed to bringing about a positive influence in the community it operates in and adheres to its four pivot areas of sustainability – education, skilling, water conservation and environment. PVMI is a fully owned subsidiary of the global confectionary conglomerate Perfetti Van Melle, headquartered in Amsterdam.
