Joy of Digital Award: Mentos' Fizzooka launches its way to the top

5, 4, 3, 2, 1... and Mentos blasts its way to victory, earning March’s Joy of Digital Award with the introduction of the Mentos Fizzooka, a custom rocket launcher for Fortnite Creative. 

Created by BBH London, with media planning and buying by Wavemaker Global, the Mentos Fizzooka campaign features a giant Mentos roll strapped to a cola bottle, designed to launch players across Fortnite’s ‘Piece Control 2v2’, ‘Troll Bed Wars’, and other fan-favourite Creative maps.  

“The Mentos Fizzooka is a stroke of genius,” explains Joy, Chief Digital Cheerleader at IAB UK and Chair of the Joy of Digital Awards. “It’s a great example of how to marry brand legacy with gaming culture in an utterly engaging way. Not only does it bring the fun of the Mentos-cola reaction to life in a digital space, but it does so in a way that’s interactive and shareable. The cherry on top? It’s the first time the Mentos experiment has ever come to a gaming platform. Talk about a game-changer!” 

The in-game version is available for a limited run of two weeks, reaching over a million players a day – but that’s not all. The campaign has also expanded to real life with the creation of a real Mentos Fizzooka, capable of shooting soda geysers with firehose-like force, and 30 lucky influencers received the limited-edition replicas to show off their controlled “explosive” fun. 

“This is exactly the kind of campaign that makes digital marketing fun,” adds Joy. “It taps into the power of gaming and influencer culture, while still delivering on the brand’s iconic quirky essence. What’s not to love?” 

Joy created the Joy of Digital Award to celebrate innovative, boundary-pushing campaigns that elevate digital creativity and bring something extra to the table. 

Find out more about the Joy of Digital Award and past winners here.