Mentos Sweets, the second largest brand in the hard chews category – now valued at £43.4m – is set to make its debut on the popular gaming platform Fortnite Creative, bringing a fresh and playful twist to the gaming world.
Over the next two weeks, Mentos Fizzookas – custom rocket launchers that
leverage the famously fizzy reaction for explosive fun – will be dropped into some of the most popular Fortnite Creative maps, “Piece Control 2v2”, “Piece Control 1v1”, “Troll Bed Wars”, and “Sky Wars” with a combined audience of over a million players per day, on average. This signifies the first time the Mentos and cola experiment has appeared in a gaming platform, and the first branded tactical item to be released in Fortnite Creative.
The entry into Fortnite Creative comes as the brand looks to build cultural relevance amongst younger, growing audiences. Research has shown that one in three Gen Z play games daily
and around 75 per cent play video games at least once a week, underlining the strategic importance of gaming as a platform for brand engagement.
To support this launch, a creative campaign will run globally, with over 20 markets
amplifying the Fizzooka launch with local influencers, media and across social
activations. On top of digital activations, Mentos also tasked influencers from all over the world to bring the campaign into the physical world, giving them 30 real-life, functioning Mentos Fizzookas replicas to create fun and engaging content.
“The Mentos x cola experiment first came to fame in 1999 and has been a mainstay on YouTube, TikTok and social media sites ever since,” said Sarah du Plessis, Mentos Brand Manager. “Now, with the invention of the Mentos Fizzooka, it seems there’s still plenty of fizz left in the famous experiment!
“We know gaming is a rich territory to connect with younger, Gen Z audiences and our latest foray into Fortnite Creative is a natural extension of our strategy to keep the brand fresh and relevant by engaging consumers in new and unexpected ways. We can’t wait to introduce a whole new audience to say Yes to Fresh.”
