São Paulo, March 2024 – Mentos wants to make people’s daily lives more enjoyable, and nothing is more frustrating than a slow internet connection, so the brand taught Brazilians how to hack slow internet.
In a study conducted by Dartmouth University (USA), researchers claim that placing aluminum foil around the antenna of your router improves the signal and reduces interference. Based on this research, Mentos has launched the “Wifi Refresh” campaign.
The campaign, developed by VML, teaches the public with step-by-step tutorials on how to improve their internet speeds using Mentos’ unique aluminum packaging, inviting them to tag @MentosBrasil on social networks. The promotional strategy will be reinforced by influencers and Loud ambassadors, such as Loud_Mih, Caiox, Castrin and Brabox.
See below how the prototype works:
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“Refresh is a concept that makes people’s everyday lives more enjoyable. There’s nothing more frustrating than slow internet and everything constantly crashing,” says Gabriele Carletti, associate creative director at VML. “On social media, we often see content that features everyday items that make life easier, and that’s when we realised that Mentos packaging could be an ally in improving the internet,” adds Victor Castelo, creative director at VML.
In addition to the Loud team, a team of creators was hired by BR Media Group to power the communications: “For our activations, we had to understand that we needed to move away from the idea of simple product promotion and move towards resonance marketing, so that content (such as Mentos) is not just consumed but seen as a gamer hack,” says Thiago Bispo, business director at BR Media Group.
