Mentos Australia has introduced a new product, Mentos Cube, distinguished by its cube shape. The launch will be accompanied by a campaign titled ‘Mouth Off’, crafted by The Idea Shed.

The campaign is designed to resonate with Gen Z, employing elements of irony, humour, and rebellion. It features the tagline ‘Bite Me’ and draws on individuality, flavour, and fun. The campaign will be rolled out across multiple channels including OOH, print, digital, social media, in-store, and experiential activations.

Perfetti Van Melle Senior Brand Manager Nikolah Gibson said, “We knew we had something special with Mentos Cube. Gen Z doesn’t want safe or same-old, they want something that feels like them. ‘Mouth Off’ gave us the chance to show up with personality, have some fun, and really stand out in a category that hadn’t changed in years.”

The Idea Shed Partner and Executive Creative Director John Volckman said, “From the start, we wanted this to feel different, louder, cheekier and way more fun than other gum ads. Mentos Cube gave us the perfect excuse to throw out the gum rulebook and do something daring. We didn’t want to just launch a product, we wanted to spark a movement, and that’s exactly what ‘Mouth Off’ let us do.”