The world’s second-largest confectionery company, Perfetti Van Melle, is gearing up to showcase its range of Mentos Pure Fresh Gum at Grocery Aid’s Barcode Festival on Thursday 6 July.
As a Gold supporter of the industry charity, Perfetti Van Melle is returning to Grocery Aid’s Barcode Festival – the hugely popular networking event which rewards the hardest-working people in the FMCG industry – for the third year running. This year is all about showcasing the deliciously refreshing Mentos Pure Fresh Gum to the grocery industry, to ensure the product remains top of mind for consumers and buyers alike in the coming months.
Providing countless moments of freshness, the stand will offer festival goers the opportunity to try Mentos Pure Fresh Gum, now available in fully recyclable paperboard packaging, and to take home one of three mouth-watering, fruity flavours: Cherry, Tropical or Fresh Mint.
Designed to tempt attendees out of their comfort zone and embrace saying yes to something new, the experience, designed and activated by N2O, will focus on Mentos’ “Yes to Fresh” brand proposition and features a giant foam pit where attendees can slide into fresh to find the five fresh flavours of Mentos Gum. After heading down the slide, they can have their photo taken and have the chance to win exclusive, money-can’t-buy Mentos merchandise, plus a year’s supply of Mentos.
Much like the new award-winning* Mentos Pure Fresh packaging – an innovative category-first paperboard bottle – the whole experience has been created with sustainability in mind. The stand was built using scaffold and after its use for Mentos, the foam pit will be donated in smaller parts to local nurseries so it can live on as a children’s activity, ensuring a 360 green approach.
“We are thrilled to be attending this year’s Barcode Festival, activating this fantastic product with some brilliant experiential activity, and introducing more people to the delicious taste of Mentos Pure Fresh Gum,” said Inaiyah Javed, Junior Brand Manager at Mentos.
“Supported by our latest £1.5m Mentos Pure Fresh ATL campaign, that is expected to reach 78 per cent of adults and deliver an estimated 40.4m impressions, this summer is set to be the freshest one yet!”
* Mentos Pure Fresh packaging won Gold at the Environmental Packaging Awards 2023