Mentos looked to raise awareness for its "Fresh Connections" positioning, which encourages people to use Mentos to connect with friends. By sharing "CompliMentos" with both old and new friends, people could spread positivity to further enhance these connections. Mentos turned to Snapchat for a solution to align with a fun, cultural moment that would help generate broad awareness - National Best Friends Day.
Mentos ran National Filters across the US that celebrated positivity and friendship on National Best Friends Day. Following Snapchat's creative best practices, the Filters prominently displayed the Mentos logo and included contextually relevant phrases, enticing Snapchatters to share Snaps with friends. Mentos swapped out creative throughout the day to keep Snapchatters interested and coming back for more. The creative relevancy and alignment with cultural moment resulted in exceptionally high share rates, yielding a total of 300 million impressions with a conversion rate of 11.76%. Ultimately, Mentos accomplished its goal to drive awareness with a 7 point lift in Ad Awareness.