Mentos: Fresh thinking
Gaurav Ahuja
Campaign details
Brand owner: Perfetti Van Melle IndiaLead agency: Maxus IndiaBrand: MentosCountry: IndiaIndustry ConfectioneryChannels used: Content marketing , Earned media, buzz, Internet - display , Internet - general, Internet - microsites , Internet - search , Mobile and apps , Online video , Radio, Social mediaMedia budget: Up to 500k
Executive summary
This case study describes how Mentos mints were marketed in India with a riddle competition.
Mentos had pioneered the idea of 'fresh thinking'. The brand communication had brought out the...