Mentos is capitalizing on the narcissism that fuels social media by creating personalized news bulletins that make your Facebook activity look exciting enough for broadcast on network television.
As part of Mentos' "Stay Fresh" campaign, Bartle Bogle Hegarty London has launched a global digital platform that creates individual video reports using an app -- on Facebook or standalone -- called "Fresh News."
The bulletins make up a 24-hour news channel that serves up a constant stream of humorous news reports by pulling in material from users' updates on Facebook and connected social media accounts, including Foursquare. Two news anchors present a satirical show highlighting a user's recent escapades, and emphasizing how "fresh" the subject may or may not be, depending on what he or she has been posting lately.
BBH claims there are millions of possible unique video combinations, all livened up using jokes from a pool of hundreds that have been specially written to suit every possible activity. Users are then invited to share their own bulletins with their friends through social media channels.
Corrado Bianchi, international marketing director at Mentos' owner, Perfetti Van Melle, said in a statement, "We know we're in a cluttered category as a brand and even busier social space with this youth audience so we need really distinctive communications. Fresh News is a bold step in the right direction in our mission to help the world be fresher."