Mentos Sour Marbels is a sour candy, different to the usual sweet candies sold in India. Ogilvy & Mather Mumbai, in designing its advertising strategy for the brand, decided to capitalise on the sour factor by exaggerating the effect Sour Marbels has on people. Three print ads, “Snake”, “Train” and “Gun”, suggest that Mentos Sour Marbels is so unbearably sour that the only way you can escape it is by resorting to multiple sourcides. The campaign won a Silver Press Lion at Cannes International Festival of Creativity.
The Unbearably Sour campaign was developed at Ogilvy & Mather, Mumbai, by chief creative officer Piyush Pandey, executive creative directors Abhijit Avasthi, Rajiv Rao, creative director Anurag Agnihotri, art director Ashish Naik, copywriters Anurag Agnihotri, Anupama Sirsalewal, illustrator Deelip Khomane and graphic designer Ashish Naik.