Confectionery giant Perfetti Van Melle has launched a new campaign for Mentos in collaboration with Sydney-based creative commerce agency, The Idea Shed. Titled 'Fresh Feels Like', aims to position Mentos as more than just a provider of fresh breath, but as a catalyst for a fresh mindset.

The campaign is the first The Idea Shed has created for Mentos and forms part of the brand's 'YES TO FRESH' platform. It includes a significant Out-of-Home media buy and is supported by social media.

Developed and produced in six weeks, the campaign features relatable scenes where everyday moments are transformed by events such as a cancelled meeting or a fresh fade.

"The thrill of turning everyday moments into something unexpectedly fresh is what we wanted to bottle with this campaign," said Partner at The Idea Shed, Richie Strettell. "Our goal was to create relatable yet delightful scenarios that resonate with our audience, showcasing that fun needs no reason. It's been great to work with the team at Perfetti Van Melle, and we hope this is just the first of many successful collaborations."

Perfetti Van Melle, one of the world's largest manufacturers and marketers of confectionery and chewing gum, owns the Mentos brand. The company's Country Manager ANZ, Michael Puglisi, said: "The 'Fresh Feels Like' campaign beautifully captures Mentos' essence, thanks to The Idea Shed. Their collaborative spirit and creative vision, bolstered by our brand team's support, were key to bringing this vision to life."

The Idea Shed was founded in 2013 and operates as an independent Creative Commerce Agency with bases in Sydney and Auckland.