PVM's Mentos brand has kicked off three months of high-profile, promotional activity with its latest "Summer of Mentos Discovery" campaign, representing an investment of £1m. After only four months on the market, Mentos Discovery has already achieved £260,000 in sales to date. This campaign is only set to amplify the brand’s success, with Mentos Discovery and Mentos Pouch Bag having already contributed to Mentos’ sales of £3.4m in the last four weeks.
Running throughout the summer months, the campaign heroes Mentos’ latest chewy NPD: Mentos Discovery – a unique, vegan-friendly, fruity experience that boasts a category-first 14 different flavours in one roll, ranging from classic strawberry to exotic passion fruit. The campaign will leverage a comprehensive mix of out of home, creative VoD, social influencers and disruptive in-store POS materials that stop shoppers in their tracks, encouraging consumers to say Yes to Fresh, and to trying something new and adventurous from a trusted brand.
Kicking off the activity was a spot running across VoD from 24th June, complemented now by a stint on YouTube until August, designed target the brand’s younger audience who are spending more time online. Following this digital push, extensive out of home advertising will roll out across over 470 sites up and down the nation, culminating in four spectacularly wrapped buses bustling through the streets of both Manchester and Birmingham.
“The response to Mentos Discovery so far has been positive and the brand is going from strength to strength!" said Sarah du Plessis, Senior Brand Manager at Mentos. "Mentos is currently worth £39.9m and is up 27 per cent YoY , and as we continue to grow, we remain focused on delivering unique, enjoyable experiences that excite our consumers and retail partners alike.”
“We know that our audience are looking for more excitement from the category and achieving the milestone of £260k in sales within just four months of launch is truly a testament to this enthusiasm. Our hope with our latest investment is to build on this success by reaching an even broader audience, enhancing brand visibility and increasing penetration amongst our Gen Z target demographic”.
5MP RSP = £1.80
3MP RSP = £1.25
Roll = 65p
