Mentos launches first local campaign in Switzerland with WPP Media's Mstudio: #Winterwin - Yes to fresh
Switzerland says «Yes to fresh»: For the first time, Mentos is rolling out a locally developed campaign—in line with the international tagline, the 2025/26 winter campaign is launching under the title «Mentos #Winterwin – Yes to fresh.».
The flight runs throughout Switzerland from November 2025 to April 2026 and combines emotional brand experience and strong live experiences with a highly integrated media setup to inspire people with MENTOS Freshness.
Kickoff in Zurich: On November 11, Zurich's main train station and the city center belonged to Mentos for an entire day. A large-scale kickoff with a promotional stand, winter sports activations, well-known athletes and influencers as well as several sampling stations and large video screens brought MENTOS Freshness directly to the people - right in the urban heart of the city.
Switzerland-wide competition with maximum Swissness: Under www.mentos.ch/winterwin Simply enter the EAN code of the Mentos product and win attractive prizes! In addition to numerous tasty and refreshing MENTOS chewing gums, there are lots of other high-quality prizes to be won thanks to the cooperation with strong Swiss brands and destinations (SIGG Bottle, Mammut and Stöckli Ski as well as the top Swiss ski resorts of Crans-Montana and Davos)!
The overall campaign was developed by mSTUDIO, the content and creativity unit of WPP Media, under the direction of Martin Distl. The internationally renowned Fedja Burmeister is the creative director responsible for the visual design of the campaign. mSTUDIO, the event agency KESCH and the promotion agency Stewards are assisting with the implementation. The overall concept was developed in close collaboration with the MENTOS team around Cheyenne Bandari, Sarah Baur, Claudia Weber and Emel Türkemis and is being implemented by Martin Distl together with Mariella Hummer and the rest of the mSTUDIO team.
Cheyenne Bandari (Project Lead at MENTOS) "We wanted an agency that really understood our brand and could translate the freshness of MENTOS into a Swiss attitude to life. In WPP Media and Martin Distl, we found exactly that partner - creative, strategically strong and with a real feel for local relevance. The result is a campaign that fits MENTOS and Switzerland perfectly."
Martin Distl (Managing Director of mSTUDIO, a unit of WPP Media Switzerland & Austria): "This campaign is special because it goes far beyond traditional advertising - it brings people into contact with the brand in real moments. It is a great privilege for us to implement such an authentic and emotional activation for MENTOS that combines national reach with genuine Swissness. 'Yes to fresh' takes on a whole new meaning here."
