Mentos Solidified Its Place in Pop Culture With Cheesy Commercials and Weird Science

Fritz Grobe and Stephen Voltz spent six months practicing for the wacky piece of performance art they dubbed “Experiment #137,” planning their choreography and testing various explosive combinations of Diet Coke and Mentos candy.

Inspired by the fountains at the Bellagio hotel, the science buffs hoped to create a geyser-filled spectacle and capture it on video. “We crossed our fingers, and we started,” they wrote on their company’s website of their firs attempt at filming their fizzy, hypnotic exploits.

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1. In the HBO series Entourage, actor Vincent Chase (played by Adrian Grenier) got his big break in a Mentos goofy “Freshmaker” commercial, one of many pop culture namechecks for the brand. 2. and 3. Vintage print ads—one starring Albert Einstein—tout benefits of the mint beyond fresh breath. 4. EepyBird Studios co-founders Fritz Grobe and Stephen Voltz demonstrate the process of “nucleation” created when Mentos and Diet Coke mix. Translation for nongeeks: the carbon dioxide in the soda attaches to the candy, creating so much pressure that the concoction explodes. 5. In another EepyBird experiment, 108 two-liter bottles of Coke Zero and 648 Mentos powered a “rocket car.

The resulting three-minute video, shot in a single take, became a massive internet hit in the summer of 2006, making stars out of the EepyBird Studiosco-founders. They recreated their viral sensation on live TV, rubbing shoulders with the likes of Ellen DeGeneres and David Letterman, won Webby Awards, toured several continents and set Guinness World Records for ever-grander experiments. (There was a sequel, sponsored by Mentos and Coca-Cola, and later a soda-and-mint-fueled “rocket car” with a video shot in 3-D.)

Read more at AdWeek: http://www.adweek.com/brand-marketing/mentos-solidified-its-place-in-pop-culture-with-cheesy-commercials-and-weird-science/

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These ‘Bite Size’ Horror Films, From Mars Candy Brands, Are the Best Halloween Ads in Years

Viewers watching various Fox networks over the past week have been visited by some strange and chilling advertising just in time for Halloween. For this, they can thank Fox and Mars candy brands, which teamed up to get up-and-coming horror directors to make disturbing short films—which have been running in their entirety during commercial breaks.

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Four “Bite Size Horror” films (they are all two minutes long) have rolled out so far. The one that’s gotten the most attention is “Floor 9.5,” presented by Skittles, written by Simon Allen and directed by Toby Meakins. (Allen and Meakins previously worked together on the Vimeo staff pick horror shorts Breathe and LOT254.) “Floor 9.5” ran during a Yankees-Indians playoff game on FS1 last week, and judging by the Twitter reactions, it clearly freaked people out.

The film tells the creepy tale of an office worker who gets stuck between the 9th and 10th floors of a building while riding the elevator. When the elevator doors open, she sees a man standing in the shadows, facing away from her. He asks for her help, and against her better judgment, she obliges…

See the first 4 films on AdWeek: http://www.adweek.com/creativity/these-bite-size-horror-films-from-mars-candy-brands-are-the-best-halloween-ads-in-years/

5 Lessons the Fast-Food Industry Can Teach Brands About Disruption

Staring across the digital landscape, the word “disruption” has become an increasingly familiar mantra. However, rather than making the necessary revolutionary changes that will protect and grow their business, many organizations are instead choosing to continuously make marginal improvements to the status quo. Isn’t that missing the whole point?

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In a world where technology and consumer demands are evolving at an exponential rate, I would argue that all ecosystems must change to meet the rising level of expectation from consumers. “Disruption” is in danger of becoming a cliché, and there are no longer any excuses for failing to see what the immediate future has in store.

1. Do not underestimate the value of taking risks.

2. Encourage staff to fail in order to deliver meaningful culture change.

3. Understand that everything in your industry looks the same to consumers.

4. Innovate to stand out from the crowd.

5. Accept risk and failure.

Read more at AdWeek: http://www.adweek.com/brand-marketing/5-lessons-the-fast-food-industry-can-teach-brands-about-disruption/

Burger King Dug Up a Bunch of Tweets From People Complaining About Wendy’s and Turned Them Into Ads

Talk about savage. To promote its new spicy chicken nuggets, Burger King is subtly taking aim at Wendy’s—known for its vocal, personality-driven account—on Twitter.

In March, Wendy’s announced that it was removing its popular spicy chicken nuggets from its menu and fans began venting on social media and even set up a Change.org petition asking Wendy’s to reconsider its decision.

Now, Burger King has launched its own version of the item and it’s throwing some shade at Wendy’s via social media. The burger chain evidently trolled through tweets from people complaining about not being able to get their hands on nuggets and is running promoted tweets against them so that months-old tweets populate in newsfeeds.

Take a look at a handful of the tweets Burger King paid to promote.

Read more at AdWeek: http://www.adweek.com/digital/burger-king-dug-up-a-bunch-of-tweets-from-people-complaining-about-wendys-and-turned-them-into-ads/

McDonald’s Made Ridiculously Groovy Posters for Its Chicken Tenders Dipping Sauces

The sauces that come with McDonald’s new Buttermilk Crispy Tenders aren’t just seasonings for your chicken fingers. They’re full-blown identities.

A new campaign uses a set of elaborate posters and accompanying descriptions to promote the nine dipping options that come with the limited-edition menu item. Which type you choose says a lot about who you are.

Read more at AdWeek:  http://www.adweek.com/creativity/mcdonalds-made-ridiculously-groovy-posters-for-its-chicken-tenders-dipping-sauces/