VMO has rolled out its first campaign on The Cube, a new large-format digital screen at Sydney’s World Square, with Mentos confirmed as the first brand to advertise on the platform.
The 4×4 metre LED installation is designed to deliver high-impact, 3D motion content in one of the city’s busiest retail and pedestrian zones. Positioned at street level, the screen offers multi-angle visibility to capture attention in a high-traffic environment.
The launch campaign showcases Mentos’ new cube-shaped gum and ties into the brand’s “Mouth Off” platform, which targets Gen Z consumers through themes of boldness and self-expression.
“To connect with Gen Z, we knew we had to break the mould. Mentos Cube isn’t just gum, it’s a burst of flavour that celebrates self-expression and individuality,” said Nikolah Gibson, senior brand manager – Australia and New Zealand at Perfetti Van Melle.
“This campaign gives our target market something as fresh and bold as they are.”
Running until September 14, the campaign marks the first use of The Cube, which VMO introduced earlier this year as part of its Dimensions suite of next-generation outdoor screen formats.
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