Mentos Sour Marbels comes up with a new way to show sourness

Mentos Sour Marbels is out with a new TV commercial to demonstrate how sour the marbel candies are. 

The ad, created by Ogilvy & Mather, shows someone using his bare fingernails to write 'Sour' on a blackboard in order to reflect the cringing feeling that one would get if one were to eat Mentos Sour Marbels.

Commenting on the brief for this campaign, Abhijit Avasthi, national creative director, Ogilvy & Mather, said, "We have been trying to demonstrate inane fun for this brand for the last few years. This was yet another ad in the same league. It makes you cringe and that's exactly the puckering feeling you'd get after eating sour marbels. The category concentrates on youngsters to a large extent and youngsters appreciate such crazy stuff."

The creative team has been working on this campaign for over a year and a half now. This particular idea saw the light of the day in a print campaign which showed the last frame of this particular commercial.

Credits:

Client: Perfetti Van Melle
Agency: Ogilvy & Mather
National creative director: Abhijit Avasthi, Rajiv Rao
Creative director: Sameer Sojwal, Amitabh Agnihotri
Creative: Sameer Sojwal
Director: Porus Khareghat