Mentos Design & Branding UNBEARABLY SOUR by Ogilvy & Mather Mumbai

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UNBEARABLY SOUR

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Industry Lollipops
Media Design & Branding
Market India
Agency Ogilvy & Mather Mumbai
Creative Director Ashish Naik
Illustrator Deelip Khomane
Released December 2010

Credits & Description

Category: Illustration
Advertiser: PERFETTI VAN MELLE, INDIA
Product/Service: MENTOS SOUR MARBELS
Agency: OGILVY & MATHER
Date of First Appearance: Dec 29 2010
Entrant Company: OGILVY & MATHER, Mumbai, INDIA
National Creative Director: Abhijit Avasthi (Ogilvy & Mather)
National Creative Director: Rajiv Rao (Ogilvy & Mather)
Senior Creative Director: Anurag Agnihotri (Ogilvy & Mather)
Creative Director: Ashish Naik (Ogilvy & Mather)
Illustrator: Deelip Khomane (Ogilvy & Mather)
Junior Copywriter: Anupama Sirsalewal (Ogilvy & Mather)
Media placement: Poster - Food Court In A Shopping Mall - 29th December, 2011

Describe the brief from the client
Mentos Sour Marbels is a unique product in the Indian market. It is a sour candy. The brief was to sell the idea of sour candies in an interesting way.

Describe the challenges and key objectives
While candies are generally associated with sweetness, Marbels broke the mould with its sour taste. The challenge was to get the sweet craving Indian market interested in sour candies.

Describe how you arrived at the final design
Instead of competing with normal sweets, we decided to capitalise on the sour factor by exaggerating the effect Sour Marbels has on people. Our ads suggest that Mentos Sour Marbels is so unbearably sour that the only way you can escape it is by resorting to multiple suicides. Or, should we say ‘sourcides’?

Give some indication of how successful the outcome was in the market
The campaign garnered a lot of attention, especially among the young - a demographic that Mentos, Sour Marbels aims to impress.