In outdoor advertising, repeat business often says a lot. When a brand returns for another campaign, it reflects more than just a media plan; it reflects confidence in the medium, the execution and the visibility delivered.
That was the case with Mentos, the globally recognised confectionery brand known for its bold identity and playful personality. After its first billboard campaign in Ghana, Mentos returned to Vendo Smart City Advertising (Vendo SCA) for another outdoor placement, reinforcing the role of billboards in building and sustaining brand presence in the market.
About the Brand
Mentos is a well-established candy and gum brand with a strong visual identity and global appeal. In a market like Ghana, where FMCG brands compete for attention across multiple channels, visibility remains an important part of staying top of mind with consumers.
Out-of-Home (OOH) advertising provided Mentos with an opportunity to keep the brand consistently present in high-traffic locations and to connect with audiences during their daily movement across the city.
The Objective
The campaign was designed to support three core goals:
- strengthen brand visibility in key urban locations;
- maintain a consistent presence in a competitive FMCG category; and
- reach consumers during peak commuting and high-movement periods.
For a brand like Mentos, billboards offered a practical and effective way to stay visible in the public space.
Vendo SCA’s Approach
Vendo SCA worked with Mentos to identify strategic billboard locations that offered strong visibility and steady audience exposure. The focus was on placements that could reach both vehicular and pedestrian traffic, helping the brand appear in places where people naturally move, wait, and notice.
The creative approach was equally important. Mentos’ bold brand style translated well to large-format outdoor media, where simple and striking visuals tend to perform best. The campaign was planned to maximise repetition and presence, two of the biggest strengths of billboard advertising.
Why the Campaign Worked
The campaign was effective because there was a strong match between the brand and the medium. Mentos’ visual identity was well suited to billboard execution, and the selected locations helped ensure consistent daily exposure.
Outdoor advertising also supported brand recall in a way that complements other channels. In a busy urban environment, repeated visibility can help a brand stay familiar, present and relevant.
Why Mentos Returned
Following the first campaign, Mentos returned for another outdoor placement with Vendo SCA. While campaign performance data remains internal to the brand, repeat booking is often a strong sign that a brand found value in the media placement and the overall execution.
For Vendo SCA, this reflected trust in the campaign approach and confidence in billboards as a reliable medium for maintaining brand presence in Ghana.
Key Takeaway
For FMCG brands, visibility matters. Mentos’ return to billboards in Ghana shows that well-planned OOH advertising continues to play an important role in brand building, especially when the locations, creative and execution work together effectively.
At Vendo SCA, we continue to support brands in using outdoor advertising not just to be seen, but to stay remembered.
