Mentos: Break the ice with Mentos Say Hello

Mentos, the confectionery brand, attempted to further grow the roll-packs to improve imagery and relevance of the brand in India.

Campaign details

Brand: Perfetti Van Melle/ MentosLead Agency: Creativeland Digital Technologies Pvt. Ltd.Region: APAC

Strategy

Objective

Mentos is a key brand in Perfetti Van Melle India's refreshment & candy portfolio targeting young, extrovert, 18-24 years old audience. Mentos rolls available in easy-to-carry pocket friendly packs contribute approx. 45% of total brand value sales. The mono-packs formed the balance portfolio. The core business task was to further grow the roll-packs to complement the cool, stylish and premium imagery of the brand and improve relevance of Rs.10 packs in the category.

For it's audience the brand stood...

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