For a new sustainability-focused ad, Mentos engaged raccoons to perform the unpleasant work of trash collection. A 60-second commercial shows the animal task force at work, claiming to recycle 75% of the time. The campaign emphasises Mentos’ recyclable packaging and draws on data that indicated just 32% of US customers recycle. To encourage sustainability, Mentos has teamed up with the Raccoon Recycling Task Force (RRF). The campaign also includes mobile and out-of-home (OOH) aspects, as well as the launch of the Mentos RRF helpline. An out-of-home (OOH) mobile and social media campaign encourages customers to take the “official RRF pledge” to recycle their Mentos goods. Consumers can follow Mentos on Instagram, remark “I pledge to recycle,” and use the hashtag #sweepstakes to be entered to win themed task force goods such as caps, T-shirts, and pins. Customers may also text “raccoons” to 1-833-RACYCLE to request that the task force visit their town or city.
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