Mentos, one of the most innovative candy brands globally, has extended its hands in collaboration with VML and Dartmouth University to launch the 'WIFI Refresh' campaign aimed at improving internet speed for Brazilians.
The campaign is based on a study conducted by Dartmouth University, which found that placing aluminium foil around router antennas can improve the signal and reduce interference.
Mentos has created step-by-step tutorials to teach people how to use the aluminium packaging of their candies for this purpose. The campaign will also feature influencers and Loud ambassadors to amplify the message. This can be considered an exciting aluminium foil recycling initiative that Mentos has proposed.
The communication strategy is focused on reverberation marketing, where content is not just consumed but seen as a gamer hack. This campaign is an innovative approach to improving internet connectivity, and it will be interesting to see how it is received by the public.
Expert opinions on this ingenious move
The associate creative director at VML, Gabriel Carletti, exclaimed: "Refresh is a concept that helps make people's daily lives more fun. And there's nothing more annoying than when the internet is slow, and everything keeps crashing."
The creative director at VML, Victor Castelo, asserted: "On social media, it's common to see content featuring everyday objects that make life easier. That's when we realised that Mentos packaging could be an ally to improve the internet."
Other than the Loud team, a bunch of creators were appointed by the BR Media Group to intensify the campaign. The business director at BR Media Group, Thiago Bispo, stated: "For the activation, we had to understand that we needed to break away from the concept of a simple product promotion, and with that we moved on to reverberation marketing. So that the content (like Mentos) is not just consumed, but seen as a gamer hack."
If you wish to learn more about the importance of aluminium, please have a look at AL Circle's special report, Global Aluminium Industry Key Trends to 2030.
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