Skins, collectibles, events, characters … for brands, the video game Fortnite It has become in recent years one of the biggest platforms of Branded Content of the gaming industry. This time is Mentosthe brand of the Perfetti Van Melle group, which has opted for the title of Epic Games using a recognizable viral phenomenon for all players.

The brand proposes an experience devised by BBH London in Fortnite Creative, The creative mode of the video game. The action consists of the generation of “Mentos Fizzooka”a launcher that recreates the famous experiment of mixing mentions and tail. The weapon, which allows destroying structures and launching the rivals at large distances of a single shot, will arrive in the coming weeks to the maps “Piece Control 2V2”, “Piece Control 1V1”, “Troll Bed Wars’ and” Sky Wars “.

“Mentos works to ‘refresh’ the everyday ”Hugues Leydier, Senior Global Brand Communications and Activation Manager of the brand, explains in a statement. “So, what better than to ‘refresh’ the original experiment of Mentos and Cola and, at the same time, revolutionize the world of video games”The campaign has first presented with a teaser, and later with a spot, in which mentions connects the Explosivity of the original experiment with the power that the weapon will offer in Fortnite.

The launch of “Mentos Fizzooka” is the first appearance of the brand on a video game platform, and the first object Brandered of a brand in Fornite Creative. For their development, Mentos and BBH London collaborated with the Metvision study and together with the creators of maps to integrate the map into the title.

Outside the video game, the campaign also includes a strategy of influencer marketing. LMarca has commissioned the creators of the YouTube channel “The Hacksmith” that create a real version of the artifact, and together with the We Make Stuff Happen production company they have manufactured 30 replicas that have subsequently sent influencers around the world to prove them in controlled conditions.

“Real Fizzooka Mints measures more than one meter long and can shoot a soda geyser with the strength of a fire hose”, Explains the brand on the prototype of YouTubers. With this last collaboration, mentors directly impacts the audience of a channel associated with this type of actions.

“The best amateur scientists in the world have been experiencing with the most fearsome strength known to humanity: the combination of mentions and tail”, Details Stu Royall, creative director of BBH London, in the statement.”But beyond exploding bottles in the rear of the houses, no one had been able to really take advantage of their potential … until now“

The campaign has Wavemaker media planning, and will be distributed to more than 20 different markets. Among its activations will have both collaborations with local influencers, and with media and social networks content. As they point out from the statement, it is a strategy to maximize the impact between generation Z worldwide.

Mentos thus adds to the list of brands that have opted for the Epic Games game to connect with the Gamer community. Over the last years, artists such as Metallica, Eminem, Travis Scott or Ariana Grande have integrated part of their tours in concerts and thematic events Within the video game.

For its part, entertainment companies such as Netflix or Disney They have resorted to the video game to promote their productions, while firms like Nike, Ferrari or Balenciaga They have also included their products in Fortnite. This year, for example, the shoes brand CROCS He has announced the introduction of his own models as accessories in the video game.