I have been in Singapore for about a month now and had some friends show a video produced by Mentos. Before you watch it let me provide some context:
- The National Day of Singapore is celebrated every year on 9 August, in commemoration of Singapore’s independence from Malaysia in 1965
- Singapore has currently has an extremely low birth rate
- Mentos though they could help with this “production issue” by putting together this video & Facebook campaign
I have heard of brands leveraging/partaking in national holidays to promote their brand before, but I never heard of a brand out right promoting procreation (versus condom brands that promote “practicing”). With this positioning, they were sure to include the disclaimer that “Only financially secure adults in stable, committed, long-term relationships should participate”. There is a great mix of humour in this video as they were to sure to include references that only those living in the city would get. With such a clever execution, I am surprised they only reached 400k views and 2000 Facebook fans. Regardless, it is a fun video to watch, so enjoy!