Mentos Fresh Talent
2026
Since a few years, Mentos has been communicating the slogan “Yes to Fresh”. In content, this meant saying yes to fresh talent in the music domain. They wanted to find and help fresh talent take the stage!
This year, we wanted to change the game, by refreshing the strategy. We said good bye to the ‘Mentos Grote Prijs van Nederland’, and dove into how the audience (Gen-Z) discovers new music and artists. This used to be YouTube (think of Justin Bieber). But nowadays, we discover new music through TikTok. Just think of Doechii and Roxy Dekker. New music, helped by a sound based algorithm, and boosted by the community.
So, we decided to launch our own TikTok Talentshow, collab with music label Noah’s Ark, and ask singer and rapper Bokoesam to be our host.
It was a campaign with many phases. 👇🏼
Phase 1
We started with an announcement video, introducing the talent show to our audience. Of course, with Bokoesam and our own mentos studio on wheels as the main character.
Phase 2
700+ upcoming artists uploaded their demo’s on TikTok with #mentosfreshtalent
We selected 8 finalists, together with the AR specialists at Noah’s Ark. These 8 artists where invited to come and perform their demo in the Mentos mini studio, together with Bokoesam.
Phase 3
The 8 finalist have their demo’s judged in ‘Het Grote Noah’s Ark Demo Beoordeel Spektakel’, a YouTube format that, as the titel also suggest, is all about looking at new demo’s.
This is where we go from 8 finalists to 4 winners. These 4 will go on to getting professional workshops at Noah’s Ark to improve their demo, stage presence and artwork. But that’s not all!
Phase 4
They practiced their stage presence by performing on the streets in Rotterdam and Den Haag. This in preparation for the final phase: the festival season!