We introduced the ementicons to our 13 million fans with a weekly series of launch films on Facebook and YouTube, directing people to download ementicons and fresh up their own messages. (We also secured the first ever brand partnership with Ultratext, the popular GIF messaging app.) This created an owned social platform for the brand to evolve over time, releasing new content for every product launch and special occasion. Most importantly, however, our fans can now share a Mentos using the biggest messaging apps on the planet, including Whatsapp, Facebook Messenger, and WeChat.

In its first month, ementicons has become one of the most successful digital campaigns Mentos has created, with 1.3 million film views, app downloads in 60+ countries and 400,000+ people with ementicons installed in their phones, all with $0 global media spend. The success means the campaign will be activated in their most commercially important markets, including India, Brazil and China - China even plans to print ementicons on the candy itself.

Furthermore, the press coverage surrounding ementicons has repositioned Mentos as a digital brand, and brought them back into the consciousness, and pockets, of teens all over the globe. And by being where our audience were and what they were interested in, they carried our message with their own.