While people may remember The Martin Agency’s 2011 gum gallery (for which a group of nationally-ranked young sculptors explored what could be created with gum), this year, the agency went in a different direction with a focus on Mentos’ unique packaging. The ads juxtapose the innocent quirkiness of Mentos and the not-so-innocent content of advertising. Each ad appears only in the publication for which it was created and intentionally mimics the content of the magazine. The campaign launched in September in Us Weekly and ran through October (“Streaker” in ESPN and Sports Illustrated; “Wardrobe Malfunction” in InTouch, People and Us Weekly; “Pants” in InTouch, People and Us Weekly and “Knickers” in MAXIM).
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