Mentos: The Amazing Contest

This case study looks at how Mentos, a mint sweet, increased sales in the Canadian market through partnership with a popular regional television show.

Mentos: The Amazing Contest

Category: Consumer products - foodAgency: CossetteCountry: CanadaClient: Perfetti Van Melle Canada

Overview

The context

While Mentos is a well-established brand, it had been steadily losing shares in the Canadian market. Customers are generally aware of the Mentos brand, but less-than-optimal in-store placement among many competing brands, combined with lack of significant innovation in the past years had led to diminishing sales. Mentos's uniqueness, between candy and mint, gives it an undeniable edge, but its competitors in the breath-freshener category are considerable: Tictac, Ice Breaker, Excel, etc.

Partnership

We decided to blaze new trails...

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