There is something everyone experiences, regardless of where they live or what they do: everyday life is full of routine. The morning commute, waiting in a queue and the afternoon slump are all familiar moments. Yet these are also the moments that present the greatest opportunity to brighten a day.
This simple human truth sits at the heart of the Mentos brand. For more than 90 years, Mentos has believed that freshness is about more than flavour—it is about bringing optimism by freshening up stale moments in everyday life. This philosophy has enabled the brand to remain relevant across generations while continually evolving with changing consumer lifestyles.
Since 1932, Mentos has grown from its iconic Candy Roll into a globally recognised portfolio that includes Mini Rolls, Incredible Chews and Full Fresh Gum. While the products have evolved, the idea behind the brand has remained remarkably consistent: encouraging people to say ‘Yes to Fresh‘ by embracing fresh perspectives, new experiences and unexpected moments of joy.
In today’s fast-moving world, consumers are balancing demanding schedules, constant digital connectivity and increasingly busy lifestyles. More than ever, people are looking for simple ways to refresh their mood and brighten ordinary moments.
Mentos understands that freshness is as much an emotional experience as it is a sensory one. Its playful personality encourages people to approach everyday situations with more curiosity, humour and optimism. Whether sharing a roll of Mentos on a road trip, enjoying a quick refresh before an important meeting or reaching for a familiar favourite during a busy day, the brand has become part of everyday rituals that create lasting memories.
That emotional connection is one of the reasons Mentos has remained culturally relevant for more than nine decades. Rather than standing still, the brand continues to evolve alongside its consumers while staying true to the qualities that first made it iconic.
As South Africa’s creative industries continue to flourish, Mentos has also aligned itself with initiatives that celebrate originality and fresh thinking, including its continued support of the South Africa Fashion Awards.
Lauren Burmeister, Marketing Manager for Mentos South Africa, said: “Mentos is delighted to return as a sponsor of the South Africa Fashion Awards for the second consecutive year. Fashion is one of the most powerful forms of self-expression and cultural influence, and South Africa continues to showcase extraordinary creativity on the runway and beyond. As a brand that celebrates freshness, bold thinking, and individuality, Mentos is proud to support the designers, innovators, and visionaries who are shaping the future of South African fashion. We look forward to celebrating the incredible talent that continues to elevate the industry.”
The partnership reflects Mentos’ broader purpose. The brand does not simply celebrate fresh flavours—it celebrates fresh perspectives. Its purpose is to inspire people to approach everyday life with greater optimism, bringing a fresh mindset that brightens dull everyday moments.
Perhaps that is why Mentos has endured for more than 90 years. Enduring brands are remembered not only for what they make, but for how they make people feel. By bringing optimism to everyday life and encouraging people to embrace fresh thinking, Mentos continues to prove that even the smallest moments can become memorable.
