Mentos
Strategy / Messaging / Art direction & creative / Social media / CMS management
An-yal worked with Mentos to bring their worldwide CompleMONTOS campaign to Japan, a campaign that encouraged people to compliment and express appreciation for one another.
Bringing The CompleMONTOS Campaign to Japan
An-yal took on the task of adapting the global CompleMENTOS message for the Japanese market.
The campaign featured a collection of printed compliments on the packaging, encouraging playful interaction among Mentos fans to improve face-to-face conversations, and highlighting Mentos' commitment to inclusivity and building new connections.
To accomplish this, we conducted extensive audience segmentation, creating detailed target personas and consumer profiles. The approach enabled us to gain deep insights into audience preferences, behaviors, and needs, aligning seamlessly with the campaign's positioning.
Teasing With Momentum
An-yal leveraged creative techniques to bring the campaign to life. Dynamic motion animation teasers were crafted to captivate audiences and build anticipation for the campaign launch, serving as engaging snippets that enticed viewers and set the stage for the main launch.
Captivating STORYTELLING
Based on our findings, An-yal localized and expanded messaging centered on friendship, love, wow, and fun by formulating unique communication that evoked emotion and resonated with the audience's values. We planned every detail, from eye-catching visuals to appealing phrases, to pique interest and encourage interaction across multiple touchpoints.
Results
The campaign exemplified a harmonious blend of insightful audience research, creative storytelling, and innovative marketing strategies that yielded overwhelmingly positive responses from audiences throughout Japan.
