Perfetti van Melle has launched a £1.5m ATL campaign to promote its range of Mentos Pure Fresh Gum.
The multi-touchpoint activity is running until 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. 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, and champions a new, fully recyclable paperboard bottle.
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.
Sarah du Plessis, Brand Manager at Mentos, said: Currently, Mentos Pure Fresh Gum is outperforming the chewing gum bottle growth by 47%, contributing to 19% of the total chewing gum bottle growth in the last 52 weeks. 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% 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!”
