Hyde Park, London

Agency Network: 
October 2009
Mentos:  Hyde Park, London


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 advertisement 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
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Guest's picture

Amazing campaign!

Guest's picture


Guest's picture

easy yet great!

mikeelrapido's picture

Nice idea.

Activity Score 1929
Copywriter at Evo S.C. |


Prof's picture

amazing foto and i guess its a fresh idea. not bad at all.

Activity Score 1449
Copywriter |

Quite really.

Juan Cabral's picture

I like that too.

Juan Cabral
Activity Score 709
Copywriter |

Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

krautland's picture

you are not juan.

Activity Score 3214
Art Director at erm... no calls please.
Andrea Afeltra's picture

Nice and fresh ad

Andrea Afeltra
Activity Score 96
Art Director
sirvan's picture

What's there to like? It's a straight-up metaphor. A BORING metaphor. The copy is crap. Please... move on.

Activity Score 29860


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

Jakarta Jack's picture

Totally agree. It's utterly boring. Mentos is worth more exiting advertising than this.

Jakarta Jack
Guest's picture

Come on.thats great. Yes, it is a metaphore, but a fresh and new one

krautland's picture

shit. it's not just a metaphor, it's a pun.

Activity Score 3214
Art Director at erm... no calls please.
Jet Propulsion Lab's picture

Totally not connecting with me as a consumer. And I'm the target. I eat tons of chewing gum. All kinds of gums. The comparison/metaphor/analogy here feels completely irrelevant on an emotional level.

I thought the visual puns were not allowed in advertising anymore...

Guess not. : (

Jet Propulsion Lab
Activity Score 10679
rolling.stone's picture

fully agree

Activity Score 2739
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

Guest's picture

Nice and clear I really like the campaign

silvi's picture

Excelente la manera de transmitir la sensación que produce el producto. Muy gráfico y claro.

Activity Score 4170
Guest's picture

So the candy tastes like a city on the outside? yea ill pass.

Sydney based jake's picture

Awesome use of the surroundings. Great idea.

Sydney based jake
Activity Score 115
Graphic Designer at Creative Living Media
Guest's picture

Clevvvvver. Nice work Neogama/BBH, São Paulo, Brazil.

Ed Rapport's picture

i agree with Jet propulsion lab.. by the way thats a cool name. This ad does not connect with the consumer the visual communications switch is off. The metaphor is not connecting with me either, i guess its something about the product shot in the add. I think even all the copy needs to be reversed white to be consistent.

Ed Rapport
Activity Score 724
Copywriter at Bookshop Ads - Advertising Portfolio Workshop - Copywriting
Guest's picture

Do caralho!

shwet's picture

ohhhhhhhh.................superb man

Activity Score 103
jj institute of applied art |


hari.'s picture

i like the NYC one betta

Activity Score 375
Copywriter at S&S |

Thats Some Bad Hat, Harry

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