Mentos
Active again through creator collaborations, at low volume.
Presence at a glance
What the numbers mean
- Stopped solo posting on Instagram in August 2024, then returned in November and December 2025 through creator collaborations.
- Those collab posts drew 1,660 to 2,402 likes against about 60 on the old solo posts.
- Every TikTok video is promoted. Organic reach is not being built.
- Holds the largest active regional YouTube channel, with 104M lifetime views and 21,800 subscribers, at low posting frequency.
The year in motion
What the audience is saying
Positive and purchase-minded. Where-to-buy and praise lead, from a Gulf and Saudi audience concentrated on the collab posts.
180 comments, smaller in scale and split between a gaming code promo and a boycott thread.
A code-drop mechanic across PUBG, Free Fire and Roblox drives instructional, code-hunting comments.
Reactions to the sensory ad, some amused, some asking the talent to tone it down.
A visible boycott thread, the kind of reputational signal that spreads quickly on regional FMCG content.
The boycott calls are the main negative and matter despite low volume, because they target the brand directly rather than the content.
- «منتوس مقاطعة» (Mentos is boycotted)
- «لا تنسوا المقاطعة» (don't forget the boycott)
Top-performing content
The highest-engagement posts of the year, by total interactions.
Creators & collaborations
Mentos's 2025 return runs entirely on creators. The brand published nothing solo in the window. The model works; the volume is three posts.
- @sultan_x220 — 2,402 likes
- @iocmz — two posts, about 3,700 combined
Recommendations
Turn the collab test into a program
The November and December 2025 collabs drew about 2,000 likes against 60 on solo posts. Move from three posts to a planned calendar.
Replace paid-only TikTok with organic and creators
Every TikTok video is promoted. Build owned reach instead of renting it.
Feed the largest active YouTube channel in the set
104M lifetime views and 21,800 subscribers at low frequency. Short video against that base is high-leverage.
Lead in Arabic
Strong Gulf and Saudi audience on YouTube and Instagram. Arabic-first content compounds it.