A world where rap battles are settled with hard-hitting compliments and positive punchlines.

The Video Clip

FACT

To stay popular when you're young, you have to be a good trash talker. The consequences can be fatal: social shaming and outcasting.

IDEA

To get French teens to take a step back, Mentos, the iconic brand of social connections, chose hip hop, to celebrate a movement that does the reverse of trash talking: Fresh Talk by Mentos. We started by producing a track with two up-and-coming French hip-hop artists: Keyzane and PMC. A track we launched on social networks and streaming platforms. To engage our audience, we teamed up with the #1 hip-hop radio in France: Skyrock! Creating the first digital radio series dedicated to Fresh Talk. Daily and weekly shows were hosted by two French radio stars. During which teens could share their positive punchlines and explore live positive battles on air! So that everyone could join in, we launched a positive punchline generator in collaboration with the most famous French digital media platform: Konbini.