Phil Holbrook and Stu Royall
In this special milestone episode of Brands In Play, we sit down with Phil Holbrook and Stu Royall, creative directors at BBH London, to unpack the wild ride that was the Mentos Fizooka campaign on Fortnite. From dodging customs issues to sending five-foot real-life Fizookas across 30 countries, this campaign redefined "refreshing" for a new generation of gamers.
Phil and Stu share how they took a classic science experiment—the Coke and Mentos reaction—and reimagined it as an anti-build launcher inside Fortnite, transforming a simple brand stunt into a global, multi-platform activation. We discuss the importance of brand-safe integration, their collaboration with MetaVision, the role of user-generated mods across Roblox and GTA, and how to build authentic connections with gaming communities.