Mentos is relaunching its mint roll (the oldest candy in its fleet) with a new OOH and digital campaign that matches the historical sweet with a new technology.

With media and creative by Cossette, the campaign, which runs until November, features OOH ads in Montreal, Toronto and Vancouver created using a machine that features 1,920 Mentos rolls that move around to showcase the minty faces of the campaign.

All OOH ads drive Canadians to Rollorama.ca, where they are urged to show their own minty face until next Tuesday, with the person whose face gets the most votes winning $5,000, Antoine Bécotte, chief creative officer, Cossette, tells MiC.

Bécotte says the brand went with OOH to hit the candy’s target of 18- to 35-year-olds because it is likely to reach them as they are taking transit or walking the streets. “It’s easier to reach them that way rather than using radio, or going strictly on the web,” he says. “It’s an easy media placement, but it is powerful for us.”

[iframe_youtube video=”iHp7sFls_bc”]