BBH unveils ’ementicons’ for cute-crazy Mentos mints

BBH in London is mining a rich vein of form at the moment (that’ll soon come to an end when Tesco comes around) and it’s produced a cutesy campaign, ‘Express Yourself,’ for Perfetti Van Melle’s Mentos mints.

This has required the invention of ’ementicons,’ which aren’t things that make you sick but characters that sum up various moods – like ‘Cute-Crazed’ when faced with a Persian kitten. Some of the others (all below) are a little darker.

Very good. MAA creative scale 7.5 (can’t be dishing out 8s to BBH all the time).

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.