‘Yes to Fresh’: Mentos gum prepares £1.5m summer campaign

Perfetti van Melle has just launched a bumper £1.5m ATL campaign to promote its range of Mentos Pure Fresh Gum.

This multi-touchpoint activity is running from June to mid-September, across peak morning, breakfast and drive time on Global Capital and Capital Xtra, totalling a combined reach of 7.1m and social reach of 114.3m, with an estimated 300m impressions. Throughout June until late August, targeted ads via VOD, Youtube & TikTok will drive further awareness and increase penetration amongst the key Gen Z target audience, with an estimated 13m further impressions.

Landing Perfetti Van Melle’s strapline “Yes to Fresh”, the campaign heroes all five flavours of sugar-free Mentos Pure Fresh Gum, championing the new, fully recyclable paperboard bottle, and encourages people to find their adventurous side.

Using social media, the campaign will be further supported by a mix of macro and micro influencer activity across TikTok and Youtube, as well as radio idents, giveaways, and Global social events, with additional amplification on Mentos’ social channels. Grocery Aid’s Barcode Festival will also see sampling activity play a crucial role in getting the product into the hands of both existing fans and new shoppers.

“Currently, Mentos Pure Fresh Gum is outperforming the chewing gum bottle growth by 47 per cent, contributing to 19 per cent of the total chewing gum bottle growth in the last 52 weeks,” said Sarah du Plessis, Brand Manager at Mentos. “Our latest investment will build on this success and ensure that Mentos Pure Fresh remains top of mind with those looking for a burst of long-lasting, freshness.

“Through careful targeting, the campaign is expected to reach 78 per cent of adults, and deliver an estimated 40.4m impressions, meaning Mentos Pure Fresh will be more visible than ever before – stock up to prepare for the summer of Mentos!”