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Mentos -Turning Unexpected Online Attention to Your Advantage

In 2006, an online filmmaking duo called EepyBird posted a video featuring an explosive mixture of Diet Coke and Mentos candy. The video rapidly became immensely popular. Mentos’ manufacturer, Perfetti Van Melle, rapidly capitalized on this sudden fame to promote the candy brand, while Coca-Cola lagged behind in its online marketing efforts.

Even at the time of the initial Mentos and Diet Coke video in 2006, it was clear that online viral marketing was a vital part of the marketer’s toolbox, and the basic rules have not changed since. If a viral campaign has compelling content, is aligned with a product’s existing or a new product’s planned brand image, and is correctly integrated with and followed up by mass-media advertising, then it is likely to generate positive “brand buzz” at the very least.

The original Mentos and Diet Coke video came just as online video content was becoming mainstream. Video has become one of the most important forms of online communication, while the ease of uploading, linking, and commenting on videos via sites such as YouTube has transformed the nature of online media.

The other major shift in Internet usage has been the move from a static model of the web plus emails toward the social network whereby everything is interactive and realtime, and the platform is designed to allow maximum viral spreading of links, videos, and photographs that people find interesting and want to recommend to their friends.

According to Perfetti’s head of US marketing at the time, the company had already begun the shift to more online, event, and PR marketing before the EepyBird experiment took off, which helped spread the viral clip. Subsequently, the company invested further in online communication, maintaining the image created by the video. Mentos now has an active following on Facebook, with the vast majority of posts and content coming from fans, and the company devotes its marketing spend almost solely to in-store and social media campaigns.

Coca-Cola initially spurned the viral clip, primarily because it felt the Diet Coke brand did not fit with the campaign, before sponsoring another EepyBird attempt at the height of the buzz. More recently, it has teamed up with EepyBird and Perfetti to promote its young adult male diet soda brand, Coke Zero.

Find this interesting. For more, please read Mentos Viral Marketing Case Study: Turning Unexpected Online Attention to Your Advantage or our ‘Buy Reports‘ section for company, industry & country analysis reports.

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