Mentos Sour Marbels is a sour candy, different to the usual sweet candies sold in India. Ogilvy & Mather Mumbai, in designing its advertising strategy for the brand, decided to capitalise on the sour factor by exaggerating the effect Sour Marbels has on people. 2009, “Really Sour” campaign: in an amusing print advertising campaign featuring the art work of Deelip Khomane. Sour Marbels prove too much for a caveman, diver and tourist, along with their food chains. 2011, three new print ads, “Snake”, “Train” and “Gun”, suggest that Mentos Sour Marbels is so unbearably sour that the only way you can escape it is by resorting to multiple sourcides. The campaign won a Silver Press Lion at Cannes International Festival of Creativity in 2009 and in 2011.
The challenge was to communicate the really sour taste of the candies in an endearing way, so as not to alienate the existing customer base of the mother brand Marbels, which is a sweet candy. The brief was to effectively communicate the sole differentiating point of Sour Marbels vis-a-vis other candy brands, its really sour taste.
The final design
Because we were talking about a candy which was really sour, even the idea and its execution needed to be equally sour as well as different. After arriving at the idea of creatures spitting out each other in a chain due to the sourness, we decided that illustrating the idea was the only way of doing justice to it.
Immediately after the campaign broke, the brand was talked about a lot. Its different idea and an equally different execution got people asking for it. Sour Marbels changed the equation of confectionary = sweet. In 3 months sales jumped 18%.
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.
While candies are generally associated with sweetness, Marbels broke the mould with its sour taste. The challenge was to get the sweet craving Indian market interested in sour candies.
The final design
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.
Executive Creative Director: Abhijit Avasthy, Rajiv Rao
Creative Director: Anurag Aghihotri
Copywriter: Saurabh Kulkarni, Nasdrullah Asami
Art Director: Ashish Naik
Illustrator: Deelip Khomane
Silver Lion for the campaign in 2009 and 2011