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Mentos Raccoon Recycling Force

The Ask

Drive awareness and positive brand engagement for Mentos Paperboard Gum Bottle by proving it’s recyclable in a way that feels culturally relevant, entertaining, and highly shareable.

❋ Enemy

Skepticism and apathy toward recycling claims, where sustainability messaging feels boring, ignored, or not believable.

❋ Key Insight

People don’t engage with sustainability facts, they engage with entertaining stories that make the behavior feel fun, visible, and worth sharing.

❋ Role of Mentos

Mentos turns recycling education into entertainment by creating a humorous, culturally sticky narrative that demonstrates recyclability in action through the Raccoon Recycling Force.

❋ Emotional Benefit

Feeling entertained while doing something good, where sustainability doesn’t feel like effort, but something playful, shareable, and unexpectedly fun.

  • 100M+ Video Views

    Generated strong viewership across platforms.

  • +2,300% TikTok Follower Increase

    Significant growth in TikTok audience and brand following.

  • 217M Earned Impressions

    Widespread organic reach driven by press, social sharing, and cultural amplification.

  • 4.7% Ad Recall Lift

    Increase in audience ability to remember the campaign after exposure.