Mentos complement range with new campaign
Perfetti Van Melle is sweetening up the category with limited-edition Complimentos, with every pack featuring a light-hearted message.
It will be backed by a £1.6m campaign and made available on Fruit, Mint and Rainbow varieties until September. It will be the brand’s biggest investment this year.
The campaign will also include a cinema advert, outdoor media, pop-ups and sampling, alongside PoS for retailers.
Sarah Elmer, Mentos brand manager, said: “The adult singles market is under pressure, particularly within mints, so we’re aiming to inject some excitement in order to increase visibility and drive growth.
“Mentos is the number 3 candy brand globally and sales of our adult singles are currently outperforming the market, with Fruit growing at 3.2% and Mint at 1%.”
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