Fizz Boom Pow: Mentos Weaponizes Its Brand in Fortnite

Mentos is bringing the explosive energy of its classic soda experiment to Fortnite with the debut of the Fizzooka—a branded rocket launcher designed exclusively for Fortnite Creative mode. Developed with BBH London and gaming agency Metavision, the Fizzooka is more than just a gimmick; it's the first branded tactical item integrated into the game’s sandbox platform, capable of obliterating player structures with a single fizzy shot. The activation is rolling out across popular Fortnite maps over a two-week push, targeting a potential daily audience of one million players.

But the virtual blast is just one side of the campaign. In the real world, Mentos tapped YouTube inventors The Hacksmith to engineer a working Fizzooka that shoots soda geysers with the force of a firehose. BBH produced 30 of these replicas and shipped them to influencers globally—under “carefully controlled conditions,” of course—to extend the campaign’s reach on social platforms. The result is a cross-reality stunt that ties gameplay, influencer marketing, and a nod to internet-fueled nostalgia into one big foamy spectacle.

BBH’s creative director made it clear: this was about giving Gen Z something to use, not just watch. Given the cohort’s well-documented skepticism of brand intrusions in gaming, the team prioritized utility and fun over pure branding. It’s a strategic shift—embedding Mentos in player action rather than background noise. No media metrics yet, but the ambition is clear: make Mentos part of pop culture by showing up in the one place where Gen Z is actively blowing stuff up already.

Full story at AdWeek.