Consumer taste tests have revealed that Mentos is ‘Unbeaten on Taste and Flavour’, and to spread the word, the brand is launching a £1.5m, 360 media campaign this summer.
Running until September, the new campaign includes out-of-home, shopper, radio, VOD, social and influencer activity.
The campaign heroes Mentos’ Product of the Year 2024 Paperbottle Pure Fresh Gum range, which offers a variety of menthol and fruit options.
Mentos will also be implementing a raft of in-store marketing to capture shopper attention and help retailers drive sales. Point-of-sale materials to encourage impulse purchase will hit Asda stores nationwide from mid-June, followed by Boots in July and Morrisons later this year.
Sarah du Plessis, Senior Brand Manager, Mentos: “Fresh off the back of our Product of the Year win, we’re delighted to have claimed the top spot in consumer sensory taste tests, thanks to the delicious flavour punch from the first chew to the last. We’re going all out with our latest campaign to make sure everyone knows about it and to ensure the nation makes Mentos Pure Fresh Gum their first choice when buying gum.
“The range is truly going from strength to strength, reaching a brand value of £11.6m, with growth that’s outperforming the category, and we’re confident our new Unbeaten on Taste and Flavour campaign will ensure sales for our retailer partners are unbeaten too!”
