Susie Sell
Aug 2, 2012

Mentos urges Singaporeans to boost population levels on National Day

SINGAPORE – Mentos is encouraging Singaporeans to “do their duty” and give a patriotic boost to Singapore’s population with the launch of a rap song to coincide with National Day next week.

The campaign, developed by BBH Asia-Pacific, encourages every proud, financially secure adult in a stable, committed long-term relationship in Singapore to “get fresh” on National Night.

In an innovative take on branded entertainment, the three-minute, specially composed “National Night’ rap includes patriotic lyrics like “I’ll tap you all night like an EZ Link Card” and “Let’s not watch fireworks, let’s make 'em instead”.

The catchy tune will air across YouTube, Sound Cloud and social media sites from this week. The song, lyrics and chords will be available for download, and the rap will be taught to and played by local cover bands around Singapore leading up to National Day.

Creative lead on the project Adrian Chan said, "We wanted to show our love for our country, with a fresh take on National Day, using a topic that we find really hard to discuss publicly in Singapore (unless you're a mother in-law). What better way than to come up with a catchy joy filled song that gets this important topic out in the open, and makes people smile?"

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