BBH to create press and TV European ad strategy for Mentos

Bartle Bogle Hegarty has won the pan-European business for the confectionery brand Mentos, estimated to be worth £15 million, following a six-month pitch process.

The agency beat the incumbent, J. Walter Thompson, to win the account.

BBH will now create a new communications strategy for the brand, which will include a TV and press campaign set to break across Europe in the New Year. The agency has been briefed to highlight the fact that Mentos is one of the biggest confectionery brands on the continent.

Perfetti van Melle, the owner of Mentos, already works with BBH on three of its Italian chewing gum brands, Brooklyn, Vigersol and Reset.

Simon Sherwood, the chief operating officer of BBH Worldwide, said: "Our relationship with this client started with a local chewing gum brand, then grew to regional brands, and now, through persistent pushing, we've landed a global brand."

Mentos was invented in Holland 70 years ago and the brand is currently sold in more than 100 countries.

Jan Heeling, the marketing manager at Perfetti van Melle, said: "The challenge of moving on such a long-established campaign is huge. We were convinced by BBH's international approach."

BBH's global business development director, Hugh Baillie, who led the pitch, said: "Working with Mentos and Perfetti van Melle is a great opportunity to develop entertaining and effective communications on a global scale."

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