Mentos Sour Marbels is a unique product in the Indian market. While candies are generally associated with sweetness, Marbels broke the mould with their sour taste. The challenge was to get the nation interested in sour candies. Instead of competing with normal sweets, we decided to capitalise on the sour factor by exaggerating the effect Sour Marbels have on people. Our ads suggest that they are so unbearably sour that the only way you can escape them is by resorting to multiple suicides. Or should we say ‘sourcides’?
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.