Mentos unveils 'Stay fresh' global campaign

Confectionery brand Mentos is introducing the strapline 'Stay fresh' as part of a global campaign targeting younger consumers.

The brand, owned by Italian company Perfetti Van Melle, is rolling out a TV, press and outdoor campaign warning: ‘Don’t become your dad.’

The work, by BBH, includes a trio of TV ads depicting what can happen if consumers do not  ‘stay fresh’. In one spot, a man turns down an offer of a car ride with two beautiful women because their vehicle does not have seatbelts. In another, a student in a library cannot work out how to mute his mobile-phone ringtone.

Mentos has attempted to strike an irreverent tone in its ads for some time, with recent campaigns using the tagline: ‘There’s nothing like a Mentos kiss.’ However, having divers-ified beyond mint products, the brand is looking to adopt a broader positioning to promote its confectionery.

Perfetti Van Melle also owns brands such as Chupa-Chups, Fruittella and Smint.

Mentos reported a strong 2012, with UK sales of its non-gum confectionery range up 17% year on year to £16.5m, according to Nielsen. It is the UK’s fourth-biggest gum brand, behind Mars-owned Wrigley’s Extra, Air-waves and Orbit, posting annual sales of £8.5m in 2012.

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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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