Perfetti Van Melle

Rolling Stone Fresh Sounds

The campaign

In 2025, The Idea Shed partnered with Perfetti Van Melle’s Mentos brand in the FMCG confectionery sector to engage young Australians and champion emerging local musicians. We brought Mentos Fresh Sounds to life with Rolling Stone AU & NZ through a creative concept and integrated campaign spanning digital, social, out-of-home and live experiential activation.

The campaign delivered 9.7 million impressions, reached 7 million people, inspired 961 artist submissions and drove 19.6% video engagement vs a ~3% category average.

 

 

The Mentos ‘Yes to Fresh’ platform is all about disrupting everyday moments with a little fresh fun. In year two of the platform, Mentos partnered with Rolling Stone ANZ, seeking an idea that was authentic, connected, and exciting.

Mentos Fresh Sounds turned the brand into a cultural player, giving emerging artists a stage. Through the Fresh Sounds Portal, unsigned talent submitted tracks to Rolling Stone editors, with the best featured in the Mentos Fresh Sounds Hub.

At the centre of the integrated campaign was a bold idea brought to life across every touchpoint, from social and digital, to billboards, posters and even tram wraps.

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