Mentos makes it pop for the launch of Val Morgan’s giant Cube

Sydney’s World Square just got a little more… cubed. Val Morgan Outdoor has unveiled its newest out-of-home format, The Cube, and Mentos is the first brand to jump in, chewing over the chance to launch its new cube gum range.

The 4x4 metre LED installation isn’t your standard billboard. It’s a giant glowing box pulsing 3D animations from every angle, shifting between flavours before flipping into POV-style creative designed to stop foot traffic mid-scroll. Surrounding screens echo the cheeky “Mouth Off” campaign, amplifying the gum’s distinctive cube shape across one of the city’s busiest retail and commuter hubs.

Nikolah Gibson, senior brand manager at Perfetti Van Melle, said Mentos needed something bold to land with Gen Z. “Mentos Cube isn’t just gum - it’s a burst of flavour that celebrates self-expression and individuality. This campaign gives our target market something as fresh and bold as they are.”

VMO managing director Paul Butler called the new format “unmissable” and said the Mentos work shows why The Cube will change the game in outdoor: “It’s bold, unmissable and unlike anything else.”

The launch is supported by sampling activations at World Square and extended across transit, social, and VMO’s wider retail network. Havas Media handled strategy and media, with creative from The Idea Shed.

VMO will officially unveil The Cube at an industry event in Sydney this week, part of its new Dimensions suite of screen solutions.