The Church of the Customer Blog has a post about putting Mentos into Diet Coke. 

I read about this the other day but it's interesting the responses from the two companies.

Mentos: "We are tickled pink by it," says Pete Healy, vice president of marketing for the company's U.S. division. The company spends less than $20 million on U.S. advertising annually and estimates the value of online buzz to be "over $10 million."

Coke: "We would hope people want to drink [Diet Coke] more than try experiments with it," says Coke spokeswoman Susan McDermott. She adds that the "craziness with Mentos ... doesn't fit with the brand personality" of Diet Coke.

It would be interesting to see the sales figures for the two products over the last few weeks.

You can see the number of posts has rocketed.

How many Marketing Directors would like to double their advertising budget overnight?

This one is great.