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...