Mentos invites you to kiss the girl in pan-Euro push

LONDON - Mint brand Mentos has launched a pan-European marketing campaign created by Bartle Bogle Hegarty, based on the theme of kissing.

The idea behind the campaign is to show how the freshness of Mentos makes you feel "ready to kiss, like nothing else".

The campaign features two micro sites, called Kiss Fight and Kiss Cam. The first provides visitors with an online game where a hot-blooded male can meet and then kiss up to three different women.

Kiss Cam provides users with the chance to have their own kiss, with a girl on a beach. The websites will be supported by five TV spots, which break across Europe in June and July.

Hugh Baillie, group business director at BBH, said: "The challenge for this campaign was to produce a digital campaign that was in keeping with the fun, humorous approach that has historically been taken with the brand's TV work. Kissing was the perfect vehicle."

Corrado Bianchi, director of the Mentos brand team, added: "The kissing idea provides us with a very broad and relevant emotional territory which is explored in a fresh, humorous and uniquely Mentos style.

The campaign was overseen by Dominic Goldman, creative director at Bartle Bogle Hegarty.

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