Mentos
Yes To Fresh: Social ideas · Graphics · OOH
The challenge
Nobody's very loyal to a brand of mints, and most people just buy whatever's cheapest. Mentos has to be funnier and quicker than the brands next to it on the shelf.
The one that went properly viral
I found a trend one morning and we were on it before it peaked.
I spotted it early because I watch a lot of TikTok, and pushed for us to do it that morning.
The mascot
I came up with and edited a run of lo-fi TikToks starring the Discovery Roll mascot. It turns up after the work party having clearly done something unforgivable. It sits, entirely unbothered, while somebody shouts at it.
They were cheap and quick to make, and they worked because they didn't look like ads.
After the work party
The viral one · I spotted it
Chill guy
New year's resolutions
Out of home
Mentos moved their gum out of plastic and into paper, and I put that on a wall in WH Smith.
I made the Heathrow Terminal 5 wraparound too, designing it, animating it and working out where everything sat, all to spec.
WH Smith paperboard
Statics
I've done a lot of statics over the years, like a Shia LaBeouf tribute (Just Chew It), an April Fools where Mentos became Men and Toes, Yes To Freshers, the flavour showcase and a fruit meme.
They're all different kinds of joke, and a still image is harder to make funny than a video.
The Shia LaBeouf tribute: Just Chew It.
April Fools: Mentos becomes Men and Toes.
Yes To Freshers.
The flavour showcase.
A fruit meme.
The results
Across 2025 the whole Yes To Fresh platform did 17M+ views and went viral several times over.