Shinjuku Gyoen, Tokyo

Agency Network: 
October 2009

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.

Print advertisment created by BBH, Brazil for Mentos, within the category: Confectionery, Snacks.

Crunchy outside. Refreshing inside.
Surprisingl 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

Comments (10)

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Guest's picture

Makes sense, works pretty well.

sirvan's picture
Activity Score 29860

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


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

Guest's picture

Love it. Simple and brillant

Guest's picture

Awesome. Really simple and intriguing

Guest's picture

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

This is bad bad bad creative

Blashyrkh's picture
Activity Score 32890

I know better places filled with liquids.

rpanoop's picture
Activity Score 138

the park goes with refreshing but city=crunchy?

rolling.stone's picture
Activity Score 2741

seldom they originally done it in English,

hence probably copy lost in translation


~ Quite obviously, I have gathered no moss ! ~

Guest's picture

so simple, so great.