Mentos launches first cinema campaign

Mentos is launching its first cinema campaign in the UK, weeks after it received millions of pounds in free media coverage following the global craze of creating a soda fountain by putting the chewy sweets in a bottle of Coke.

The Mentos/Coke soda fountain craze, which began in the US, spread worldwide last month with countless clips appearing on websites such as YouTube.

Mentos' new ad campaign, created by Bartle Bogle Hegarty, breaks this weekend in cinemas and is being rolled out across Europe later this month.

More details at: Media Guardian

Tags: mentos coke viral cinema video advertising