Mentos Sour Marbels is a unique product in the Indian market. It is a sour candy. The brief was to sell the idea of sour candies in an interesting way.

Instead of competing with normal sweets, we decided to capitalise on the sour factor by exaggerating the effect Sour Marbels has on people. Our ads suggest that Mentos Sour Marbels is so unbearably sour that the only way you can escape it is by resorting to multiple suicides. Or, should we say ‘sourcides’?

The campaign garnered a lot of attention, especially among the young - a demographic that Mentos, Sour Marbels aims to impress.