Perfetti van Melle has launched a £1.5m marketing campaign to promote its range of Mentos Pure Fresh Gum.
The multi-touchpoint activity runs from June to 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. Throughout June until late August, video-on-demand, YouTube and TikTok ads will deliver an estimated 13m further impressions amongst the brand’s Gen Z target audience.
With a ‘Yes to Fresh’ strapline, the campaign spotlights all five flavours of sugar-free Mentos Pure Fresh Gum, champions its new, fully recyclable paperboard bottle, and encourages people to find their adventurous side.
The campaign will be further supported by a mix of macro- and micro-influencer activities across TikTok and YouTube, as well as radio idents, giveaways, and Global social events, with additional amplification on Mentos’ social channels, and sampling at GroceryAid’s Barcode Festival.
Sarah du Plessis, Brand Manager at Mentos, commented: “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!”
