Summer filled with activity for confectionery firm
CONFECTIONERY giant Perfetti Van Melle (PVM) has kicked off some fresh marketing content for its Smint and Mentos brands for the summer ahead.
Rolling out from this month, both campaigns combined represent a £2million investment in PVM’s “refreshment brands” which the firm said was a key strategic priority for 2025.
Kicking this off, an out-of-home campaign will run in public space between 5 and 18 May and will champion the Mentos Pure Fresh Gum bottles and new duo packs, highlighting the brand’s best-selling flavours Cherry and Tropical.
This initial campaign will run across over 420 sites in the UK and will reinforce Mentos Gum’s positioning as being “Unbeaten on Taste and Flavour”, with a particular focus on younger consumers.
Following on from this, Mentos will see another burst of activity in July which will spotlight more recent launches from the brand including Mentos Discovery and the new Mentos sharing pouch bags.
As for the Smint brand, marketing will roll out from 19 May across 350 locations in the UK and will also see a boosted presence across social media platforms including Facebook, Instagram and TikTok.
Mark Roberts, marketing and trade marketing director UK at PVM, said: “This summer, we’re turning up the dial on refreshment. Smint and Mentos are already performing exceptionally well, but we’re not resting on our laurels – we’re doubling down with bold, exciting campaigns designed to connect with today’s consumers in meaningful ways.
“Whether it’s commuters needing a quick reset or Gen Z looking for flavour-packed fun, we’re showing up where it counts, with formats and flavours that bring energy to everyday routines.
“We know consumers are looking for small, uplifting moments throughout the day – and that’s exactly what our portfolio seeks to deliver. From impulse buys at the till to planned purchases, these campaigns are designed to keep our brands top of mind when it matters most.
“This investment is also a strong show of support for our retail partners, giving them the tool to drive visibility, footfall and ultimately, sales. It’s a big summer ahead – and we’re just getting started.”
