Mentos Fresh Sounds
My Role:
Led the development of the campaign platform, strategy and creative, working alongside editorial, talent and production teams to bring the idea to life across content, live experience and partnerships.
Cultural Insight
ā³ļø
Platform Thinking
ā³ļø
Partnership Design
ā³ļø
Content Strategy
ā³ļø
Cultural Insight ā³ļø Platform Thinking ā³ļø Partnership Design ā³ļø Content Strategy ā³ļø
Turning Mentos Into A Champion Of Whatās Next
Mentos wanted to be known for fresh music discovery. The tension was simple: discovery is constant, but it rarely feels personal, people want the credit of finding something first.
So we built Mentos Fresh Sounds on Rolling Stone, a platform that turns emerging artists into āfresh findsā and puts Mentos at the centre of that moment.
It played out across Rolling Stone, social built for sharing, talent collabs, and a live SXSW Sydney showcase that took it off the feed and into the real world.
The result: Mentos showing up credibly in music culture, with a platform that continues to surface whatās next.
