The campaign aims to introduce Mentos Beats to the Gen Z and must reinforce the Mentos brand purpose of “making fresh connections” in a teen-relevant manner.

Filipino teens and tweens are at the early stage of forming their personal identity and finding their social circle when it comes to making friends. But music is a universal language and innate with the Filipino culture, and these teens share the same sentiment towards music. Hence, comes the Mentos Beats busking activation.

The event is a 2-hour free concert tour that took place for 10 days at one of the country’s top transportation sites for students, LRT-1 station. To introduce the different flavors of Mentos Beats, each flavor represented the top music genres in country performed by different bands.

Strawberry flavor is alternative rock, orange flavor is original pinoy music (OPM), lemon flavor is Kpop, watermelon flavor is EDM, and blackcurrant flavor is pop love song. The bands wore the color of the Mentos Beats flavor assigned to their genre.

To engage with the Gen Z, the program included a Guess the Song game where passengers who get the songs correctly must sing it to win exclusive Mentos freebies that are only available at the activation.

To introduce the new Mentos Beats, free samples were given during peak hours of the train station – in the morning when students go to school and in the afternoon until evening when the students are set to go home.

To further spread awareness about the busking and the product, a 15s video plug invite and the 30s TVC was aired at all the LED TVs of the LRT-1 stations starting 2 weeks before until the last day of the event.