Mentos is ditching its "the freshmaker" tag for a new "Roll with it" campaign that evokes the optimism of its silly 1990s ads, but drops the cheesy jingle. The New York branch of McKinney unveiled Mentos' return to TV with a 15-second cable spot featuring a new song and a skateboarder falling for a mint-loving girl. Mentos parent Perfetti Van Melle will spend more than $30 million on Mentos advertising over the next 12 months.

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