PVM kicks off a ‘Summer of Mentos Discovery’
CONFECTIONERY brand Mentos has kicked off a three-month long campaign for its new launch Mentos Discovery, aiming to drive up awareness of the new sweet pack.
The ‘Summer of Mentos Discovery’ high-profile marketing represents a £1million investment into the brand from parent firm Perfetti Van Melle (PVM), who aims to amplify the new variant’s success through summer following the launch in March.
Rolling out across the summer months, the campaign champions Mentos Discovery that boasts its 14 different fruit flavours in one roll, ranging from classic strawberry to exotic passion fruit.
The campaign will run across a mix of OOH, creative VoD, social influencer engagement and disruptive in-store POS materials that aim to interrupt consumers’ shop to draw attention to the brand.
The activity kicked off with a TV spot on 25 June that has now rolled to YouTube from now until August, aiming to engage with the brand’s target demographic of a younger audience who are spending more time online.
Mentos Discovery launched in March of this year with its, at the time, category-first 14 flavours in one pack premise with the aim to introduce more consumers to more exotic fruit flavours in confectionery.
Since then, the new confectionery pack has gone on to achieve £260,000 in sales to 8 June, according to data from Circana.
Sarah du Plessis, senior brand manager at Mentos, said: “The response to Mentos Discovery so far has been positive and the brand is going from strength to strength.
“Mentos is currently worth £39.9million and is up 27% year-on-year, and as we continue to grow, we remain focused on delivering unique, enjoyable experiences that excite our consumers and retail partners alike.
“We know that our audience are looking for more excitement from the category and achieving this milestone of £260k in sales within just four months of launch is truly a testament to this enthusiasm.
“Our hope with our latest investment is to build on this success by reaching an even broader audience, enhancing brand visibility and increasing penetration amongst our Gen Z target demographic.”
