Let’s Get Spiritual

I would like to think of myself as a calm, collected individual, although I doubt many of my friends or my mother would agree. Like any other person I can have my moments of eternal crisis, where the whole will definitely cease to exist if I do not find a solution to my problem. However, Jaime has enlightened me today by showing me some of the recent Mentos ads.

Mentos in their new social-media driven campaign have introduced the mellow character Dragee, a guy who embodies the brand by maintaining a positive outlook on life no matter what circumstances befall him. The campaign is being promoted via the Mentos Facebook page and features various shorts where Dragee injures himself after swallowing some of the minty pills.

The video below appropriately entitled “Traffic” shows Dragee’s attempt to cross a busy street using mind over matter style techniques. As you will see he is unsuccessful and is tossed around like a ragdoll from one car to another, eventually ending his journey of pain by being propelled through a bus. Despite this his positive attitude remains intact.

Therefore, with exam pressure looming this month, I have decided to embody Dragee’s calm approach to life. With my new personal guru and pocket full of special Mentos “chill pills” I will be minus panic attacks, mind blanks and mood swings. Going forward I will be leading a fresh, positive, Mentos way of life…

NB: This excludes actual exam days as I know I still will be a nervous, sleep deprived wreck.


Jaime Steele

Jaime specialises in brand strategy, creative concepts, naming strategies, digital media marketing and technical project management. He has a strong background in delivering and managing social media and digital marketing campaigns for both small start-ups and blue chip companies.

He has also worked with many top professional athletes, advising on personal branding, sponsorship and social media.