Brands in Play - Episode 10 | Mentos Fizzooka Enters Fortnite ft. Stu Royall & Phil Holbrook | BBH London

How BBH Turned a Childhood Experiment Into a Fortnite Icon | The Fizzooka Campaign with Mentos

What happens when a classic science experiment meets the chaotic brilliance of Fortnite? In this episode of Brands In Play, we’re joined by Stu Royall and Phil Holbrook, Creative Directors at BBH London and the minds behind the viral Fizzooka campaign for Mentos.

We unpack how the agency transformed the iconic Mentos and Coke reaction into a non-lethal, anti-build Fortnite launcher designed with authenticity, humor, and utility in mind. From streamer takeovers and Comic Con activations to real-world Fizzookas getting held up in Brazilian customs, this episode dives deep into how bold creativity, cultural insight, and gaming-native execution brought the campaign to life.

🔹 Topics Covered:

The origin of the Fizzooka idea and BBH’s creative process

Why Fortnite was the perfect fit for Mentos' playful brand tone

Collaborating with Metavision and top map creators for in-game integration

The role of real-world inventors (Hacksmith) in building a working Fizzooka

How authenticity and utility won over the gaming community

Campaign metrics: 12M+ shots fired, 76 years of gameplay in two weeks

Lessons learned and advice for creative teams entering gaming

Credits:
Campaign by BBH London
Creative Team: Luke Till & Lawrence Bushell
In partnership with Metavision, Beyond Creative, and We Make Stuff Happen

About the Podcast:
Brands In Play is where immersive marketing gets real. Hosted by Nic Hill (Sawhorse) and Albane Prioux (GEEIQ), we talk to the pioneers shaping brand experiences across Roblox, Fortnite, AR, UGC gaming, and more.

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Follow: 
Stu Royall https://www.linkedin.com/in/stu-royall-73921763/
Phil Holbrook https://www.linkedin.com/in/phil-holbrook-0883977/
Nic Hill  https://www.linkedin.com/in/nic-hill-%F0%9F%94%9C-gdc-6553873/ 
Albane Prioux  https://www.linkedin.com/in/albaneprioux/ 

Produced by: Edward Regue https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/ 
Creative Direction: Javid Kazmi & Joe Jeter
Audio Engineering: Somrung Keo
Additional Editing: Joana Pinto

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