Mentos Murder Mystery Challenge To India: Crack The Case To Win Big!
Repositioning Mentos from its global “freshmaker” image to one centered around “smart thinking,” the brand has orchestrated numerous memorable campaigns, epitomizing the idea that it’s impossible to ignore. Who hasn’t encountered the infamous Mentos & Cola phenomenon circulating the internet for years? Mentos has always woven narratives that showcase individuals getting “smart” as a result of consuming the product.
However, transitioning Mentos to be perceived as synonymous with “smart thinking” in India posed a delicate challenge. It needed to be executed in a quintessentially Mentos manner – without diluting the product’s essence and compromising the brand’s longstanding legacy of witty and quirky global brand.
In a typical mentos way, a nationwide riddle campaign titled “Khooni Kaun Hai” (Who is the killer?) was launched in March 2013, inviting Indians to crack a murder mystery for a chance to win a substantial cash prize. Infused with humor, wit, and bizarreness, the riddle presented an intriguing challenge: “If Sumi is walking on grass, if a particular type of drum is called ‘thavil’ in Tamil Nadu, if balloons had life, if the harmonium was not invented in India, if Raju is sleeping peacefully, if Simon doesn’t understand English, then tell us – who is the killer?” The campaign concluded by prompting viewers to give a missed call to a designated number to win the cash prize. (Feel free to give it a try and let me know “who is the killer?” to win 30 minutes of free consultation from me!)
This campaign capitalized on the insight that Indian youth possess a natural inclination toward puzzles and mysteries. Moreover, it stands out as a unique marketing endeavor, as participation does not necessitate the purchase or consumption of the product.
Digitally driven and omnichannel in approach, the campaign unfolded in multiple phases, with each week introducing a new clue through engaging yet mysterious videos.
The success of the campaign paved the way for Mentos’ effective brand repositioning efforts, evident in the substantial improvement in brand perception, and other essential metrics highlighted in the subsequent brand equity report.