Mentos Gum, owned by gum manufacturer Perfetti van Melle, has launched a summer multi-channel £1.5 million campaign, ‘Yes to Fresh’.
The playful campaign features Mentos’ five-flavour product range alongside the introduction of the brand’s new fully recyclable paperboard bottle.
The campaign will run from June to mid-September across a range of channels, including morning, breakfast and drive time on Global Capital and Capital Extra.
The two channels have a combined audience reach of 7.1m and a further reach of 114.3m on socials, with an estimated 300m impressions.
Supporting the campaign, targeted ads will run across VOD, YouTube and TikTok, with the hope to increase brand awareness among the Gen Z target audience.
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In addition, the campaign will be supported by both macro and micro-influencer activity across TikTok and YouTube, as well as multiple consumer competitions, including giveaways and global social events.
“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,” said Mentos brand manager Sarah du Plessis.
“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” she concluded.
