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

How BBH Turned a Childhood Experiment Into a Fortnite Icon | The Fizzooka Campaign with MentosWhat 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 processWhy Fortnite was the perfect fit for Mentos' playful brand toneCollaborating with Metavision and top map creators for in-game integrationThe role of real-world inventors (Hacksmith) in building a working FizzookaHow authenticity and utility won over the gaming communityCampaign metrics: 12M+ shots fired, 76 years of gameplay in two weeksLessons learned and advice for creative teams entering gamingCredits:Campaign by BBH LondonCreative Team: Luke Till & Lawrence BushellIn partnership with Metavision, Beyond Creative, and We Make Stuff HappenAbout 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.Subscribe, listen, and join the movement with new episodes every week.💡 Join the conversation → Use #BrandsInPlay and let us know what you think!🔔 Subscribe & Follow for More:New episodes every week, don’t miss out!Available wherever you get your podcasts.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 JeterAudio Engineering: Somrung KeoAdditional Editing: Joana PintoYouTube: https://www.youtube.com/@BrandsInPlayLinkedIn: https://www.linkedin.com/company/brandsinplay/Spotify: https://open.spotify.com/show/3Fk2t5Z78wtTGD7dtH8ZEk?si=6ef87999dbac4c04Apple Podcasts: https://podcasts.apple.com/us/podcast/brands-in-plays-podcast/id1796275878📌 Subscribe for expert insights on gaming, branding, and the future of interactive media.#BrandsInPlay #MentosFizzooka #BBHLondon #FortniteCampaign #GamingMarketing #Fizzooka #Metavision #UGC #GenZMarketing #CreativeCampaigns #ImmersiveMarketing #BrandSafeGaming

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