The agency was asked to come up with a campaign to "prove how much Mentos really 'hearts' " Singapore, according to the project's creative director, Adrian Chan.
"Mentos has always stood for 'fresh thinking, ' so we decided to apply some to an issue that is very close to home: our declining national birthrate, " said Mr. Chan.
The song, devised by ad agency BBH Asia-Pacific and spread via social media, is part of Mentos's plan to launch a special "I Heart SG" pack of their signature mints for this year's National Day.