It was 1995 when the phone rang at Van Melle USA, manufacturer of Airheads and Mentos candies. A reporter from a major advertising industry publication was calling Liam Killeen, Van Melle’s vice president of marketing.
The reason? To inform him that a panel of big-agency creative directors had just voted the Mentos ads the worst of the year. So, the reporter asked, did Liam have any plans to kill the campaign?