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.
This article was first published on marketingmagazine.co.uk
- Account Manager - Design & Marketing Agency ADLIB £ Competitive, Hampshire
- Marketing Executive - Cloud Marketing & Lead Capture Software Recruitment Revolution Up to £25,000 (DOE) + Benefits, Portsmouth, Hampshire
- Marketing Data Analyst - CRM / eCRM ADLIB £Competitive, Bath
- Brand Strategy Consultant Rare Selection £30 - £40K + excellent benefits incl pension, London (Central), London (Greater)
- Account Executive, Top branding and design agency Gabriele Skelton £20000 - £23000 per annum, London
- Will.i.am clashes with Martin Sorrell over online ads in Cannes
- Black horse returns in new Lloyds Bank campaign
- Martin Sorrell on the mega-media reviews: 'We can't remember anything like this'
- Aston Martin appoints WPP to global marketing account
- Geometry Dubai hands over Cannes Grand Prix amid controversy
- Ogilvy & Mather's radio work for Dove 'reduces Cannes jury to tears'