DIAMOND WHITE by BBH London for Mentos

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DIAMOND WHITE

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Industry Chewing-Gum
Media Promo & PR
Market United Kingdom
Agency BBH London
Creative Director Dominic Goldman
Art Director Victoria Daltrey, Hugo Biershenk
Copywriter Will Bingham, Dean Woodhouse Bbh
Designer Eric Chia
Released April 2010

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: PERFETTI VAN MELLE
Product/Service: MENTOS
Agency: BBH
Date of First Appearance: Apr 29 2010 12:00AM
Entrant Company: BBH, London, UNITED KINGDOM
Entry URL: http://grazeourfield.com/mentos/diamondwhitevideo/
Creative Director: Dominic Goldman (BBH)
Art Director: Hugo Biershenk (BBH)
Copywriter: Dean Woodhouse (BBH)
Art Director: Victoria Daltrey (BBH)
Copywriter: Will Bingham (BBH)
Digital Producer: Sarah Barclay (BBH)
Designer: Eric Chia (BBH/ Addictive Pixel)
Production Company: (North Kingdom)
Media placement: Online Banner / Social Media App - www.pobitch.com - 29 April 2010

Describe the objective of the promotion.
Create awareness of Mentos Pure White, and encourage people to try it. Create a global asset that many markets can use with minimal implementation at a local level.

Describe how the promotion developed from concept to implementation
The original concept was to link 'tooth recognition' webcam technology in a single web banner to a party scene in a second banner. The more you smiled, the more your teeth were whitened in the webcam view and the more the party danced and went-off. Once development was underway the tooth recognition itself shone through as an amazing user interaction in itself and became the sole focus of the banner.

Describe the success of the promotion with both client and consumer including some quantifiable results
Awaiting results.

Explain why the method of promotion was most relevant to the product or service
The Mentos Pure White target audience is Men and Women in their teens and early twenties. They're web savvy and frequent social networking sites regularly. They're also happy to engage with brands in this space where they offer something of value or word of mouth. With this in mind an interactive application that embodies the product benefit and that can be pushed via traditional banner space or be shared by users on social networks perfectly fits the task.