The campaign, developed by creative agency BBH Asia-Pacific, was launched to promote Mentos' new flavour variant, “Mintensity” which has four increasing levels of mint intensity.
The 'M-Levels' aim to bring a new take on exams by testing students lateral thinking skills, and the freshness of their right brains. It is promoted mainly through its Facebook page.
The quiz includes questions such as: “The MRT is an acronym for mass rapid transit. Please think of something more amusing that MRT could stand for.”
The papers will be marked based solely on the creativity of answers, with the top scoring student becoming the official posterchild for Mentos as well as receiving a year’s supply of Mintensity.
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