Following last year’s ‘Yes to Fresh’ campaign, Mentos has kicked off a further 10 months of promotional activity, designed to drive brand awareness and consideration.
The new £2.5m campaign includes PR, out of home, video on demand, social media and influencer activities, as well in-store POS and a partnership with the Kiss radio station.
The latter will see Mentos sponsor Kiss Fresh – which has an estimated 602,000 monthly listeners – and the Kiss Hype Chart, along with ‘Corner Shop Drop,’ a five-part series where up-and-coming artists explore their local convenience stores.
Sarah du Plessis, Senior Brand Manager for Mentos at brand owner Perfetti Van Melle, said one of the campaign’s aims was to unlock more sales opportunities for retailers.
She added: “We are also excited to be shining a light on independent stores through the ‘Corner Shop Drop’ series – they are the heartbeat of communities, and crucial pillars of the confectionery industry, and we want to continue celebrating their role in shaping the confectionery experience for consumers.”
