SGA created and produced a national sampling campaign to promote two Mentos products – Mint Chews and a new chewing gum – and to bring their chewing gum TV ad to a wider audience.

As both products require chewing and offer the same outcome (the brand statement of ‘irresistible freshness’), using real imagination we developed the theme ‘Which will you chews?’ This encouraged consumers to make a choice between gum and chew – the outcome being irresistibly fresh breath either way. We designed and constructed the ‘Mentos Freshometer’ – an attraction in the style of a wheel of fortune that could be spun by visitors to win a variety of prizes, including giveaways, free samples and a holiday.

On two national tours (the second due to the success of the first), the wheel visited large shopping complexes and garnered huge public attention.

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