To be unveiled in a £1.5m campaign this Summer
Consumer taste tests have revealed that Mentos is ‘Unbeaten on Taste and Flavour’, and to spread the word, the award-winning brand is launching a £1.5 million, 360 media campaign this summer, promising a refreshing boost to gum sales for retailers across the UK.
Live from today and running until September, the bold, new campaign will cover out of home, shopper, radio, VOD, social and influencer – with an expected reach of more than 51million adults across the UK.
The campaign heroes Mentos’ Product of the Year 2024 Paperbottle Pure Fresh Gum range[1]; a variety of refreshing, flavour-packed menthol and fruit options, from Mint to Cherry – the brand’s best-selling fruit flavour. With vibrant, eye-catching media, Mentos is aiming to capitilise on the impressive growth of both categories, with Fruit growing fastest at +13.4% vs. Mint at +12.5%[2].
Kicking off the high-impact activity is an outdoor advertising campaign running until 16th June, which will see Mentos taking over almost 430 sites across the country. Prioritising university towns to reach the brand’s Gen Z audience, the locations – including London, Glasgow, Birmingham, Manchester, Liverpool, Sheffield, Cardiff, Milton Keynes, amongst other smaller, localised spots like Watford, Sandwell, Broxtowe and Motherwell, have been strategically chosen to ensure they are within 250 metres of a store listing the gum. Passers-by will never be more than a few minutes away from their ‘Yes To Fresh’ fix!
Alongside the out of home advertising, Mentos will be implementing a raft of disruptive in-store marketing to capture shopper attention and help retailer partners drive sales. Striking 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 £11.6million, with growth that’s outperforming the category[3], and we’re confident our new Unbeaten on Taste and Flavour campaign will ensure sales for our retailer partners are unbeaten too!”
[1] *Winner Chewing Gum Category. Survey 8,000 people by Kantar
[2] Circana 52 w/e 16 March 2024
[3] Circana 52 w/e 16 March 2024
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