Mentos Friendsline Social community Marketing

Mentos is back and this time it aims to build a community around its brand. In the past it had built a cool marketing minisite Mentos Helpline which was wacky and funny and dealt with the problems of youth in a call center setting. Now it aims to develop a hangout for people looking for humour and intends to associate it with its brand. Its Mentos friendsline seems to be targeted initially at bloggers and its ads can be seen all over on Technorati. This is quite an interesting medium since they need to develop good content to be able to attract the readers. However I am skeptical about the ability of a brand based website to attract hardcore bloggers who are not likely to leave their platform they would be better off targeting casual users.