Marketing

Mentos aims to freshen up singles market with new marketing campaign

By Anthony Myers contact

- Last updated on GMT

Mentos aims to freshen up singles market with new marketing campaign

Related tags: Mentos, Candy, Mints

The brand is launching new limited edition 'Complimentos' product with fun messages on packaging to encourage conversation.

Mentos, which is sold in more than 130 countries worldwide by Italian corporation Perfetti Van Melle, is investing £1.6m ($2.04m) in its biggest UK campaign of the year.

Building on the success of last year’s Mentos Say Hello campaign, Complimentos will see every roll of its mints and candies feature a light-hearted compliment, designed for ‘perfect sharing with friends, family, lovers or connecting with someone new and making them smile’.

The new limited edition product aims to bring people together and inject a dose of innovation into the singles category. Fun comments include “You are the one I CHEWS” and “You and I are MINT to be”.

The adult singles market is under pressure, particularly within mints, so we’re aiming to inject some excitement in order to increase visibility and drive growth for this part of the category​,“ said brand manager Sarah Elmer. “Mentos is the number three candy brand globally and sales of our adult singles are currently outperforming the market, with Fruit growing at +3.2% and Mint +1% - so we’re in a fantastic position to bring innovation to the category and ignite change​”.

Mentos was first produced in the Netherlands in 1948 and its fresh new look will be available on Fruit, Mint and Rainbow packs for three months from July until September.

“Mentos Say Hello was such a great success for us and with Complimentos, we’re hoping to go even bigger and better. We’re sure the fun compliments we’ve printed on our limited edition Mentos packs and the corresponding above and below the line campaign will be a real conversation starter,” ​said Elmer.

Related topics: Manufacturers, Candy

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