Mentos Sponsors Video Creators to Move Beyond Mentos Geysers

mentosy.jpgThe good folks at Mentos were kind enough to sponsor my “Smuggling Mentos Into Movie Theater” video (see it on Revver here). Mentos provided modest funds to offset my time and production costs, and more importantly provided me with a big ol’ shipment of Mentos. I’m eating them at 9:35 a.m. as I type. They also sent that 6-foot foam Mentos roll, and the kids are using it ways you can only begin to imagine.

As I wrote earlier, I think this is smart marketing (even if I take off my admittedly biased creator hat for a moment, and think like a marketer). Rather than creating ads and trying to post them everywhere, they’re asking creators to come up with something clever. And they’re moving beyond their 15 minutes of fame with Mentos Geysers to support creativity that brings to life the quirky personality of Mentos. The product team gave me total creative freedom- asking only that they’d have an opportunity to see it before it posted to ensure it wasn’t offensive or totally off target.

I worked with MediaMogirl on a much better video that will post in coming weeks. It will embarrass my parents, but it’s all in the spirit
of fresh fun.

15 Replies to “Mentos Sponsors Video Creators to Move Beyond Mentos Geysers”

  1. The genius move here (I have to use the word “genius” because Kevin likes it…) is moving Mentos on from “something you shove into Coke bottles…” to “something you shove in your mouth”. You don’t have to see someone eat the product to be reminded that, at the end of the day, it’s candy, not stunt-rocket-fuel. Which is smart. And who doesn’t resent paying for movie candy? I hope we’re going to see more attempts to smuggle in the giant roll (put a wig on it! you know you’re going to…)

  2. I’ll be interested to see how this marketing strategy plays out with regard to image rights as well as trademarks.

    Did the Mentos people ask you to provide releases for all the people portrayed?

    I’m not trying to be a spoilsport, just curious how you’re dealing with it.

  3. It’s my content so I’m assumnig liability. They don’t own it- they just provided sponsorship. If NBC slanders someone on the news, the advertisers aren’t responsible… My view anyway.

  4. Seen at
    Why does dropping a Mentos into a bottle of soda create a reaction?
    The reaction occurs because of a simple rule of physics. It is not a chemical reaction. Soda drinks contain a certain amount of CO2 (carbon dioxide) dissolved in water in the form of tiny bubbles. This combination of water and CO2 molecules is in a permanent instable state. When Mentos dragées fall into this liquid, this state is disturbed. The more Mentos are dropped into the liquid the more this state is aggravated. The reason for this lies in the surface of a Mentos which looks smooth but is actually very rough! Within the nooks and crannies of the microscopic rough surface, bubbles form, which are in turn transformed into foam, which can lead to very impressive foam fountains. (See:

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