VMO has brought a slice of Tokyo energy to Sydney with the official launch of The Cube, part of its new Dimensions suite of 3D LED formats, unveiled at World Square this week. I mean, it is in the name, Mentos Cube and The Cube, but really, I guess it’s [a] bold, unmissable format. A sampling activation at World Square invites passers-by to experience Mentos Cube firsthand, while amplification across VMO’s retail and path-to-purchase networks ensures the impact extends well beyond Sydney’s CBD. “Pairing Mentos Cube with a media format that brought this to life ensured it stood out and became unmissable for Aussie gum chewers,” added Beckmann. The Broader Dimensions RangeWhile The Cube has stolen the spotlight, it’s just one part of VMO’s broader Dimensions ecosystem.