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Proving that smart companies who listen to their customers will trump dinosaurs demanding message control, Mentos will soon launch, a video contest for the best customer-created videos of geysers made by combining Mentos Mints with Diet Coke.
In the past few weeks a Fantasia-esque musical fountain with cascading streams of beautiful Mentos/Coke goop has been downloaded several million times after two men from Maine put their amateur video on a free video site.
Coke turned up its nose at the video, although there are now more than 800 of them online, but Mentos saw a great marketing opportunity and has jumped on it. They’re moving slowly for the current market conditions, but they are light years ahead of Coke and other major marketers who are still scratching their heads and wondering when this new media fad will pass.