Mentos has announced the return of its ‘Say Hello’ campaign for 2018.
With a limited-edition run of mint and fruit single rolls and multipacks hitting shelves this month, the brand will once again encourage consumers to bond, but this time over sweets printed with bespoke emoticons.
The brand has designed 22 of its own quirky characters, who are waiting to be discovered inside each special pack. Mentos says the emoticons “turn each chewy candy into a talking point, perfect for breaking the ice when meeting someone new”.
The campaign is backed by a £2.5m media spend, including widespread advertising and POS, which is expected to reach 85% of the brand’s target audience of 16 to 34-year-olds.
Mark Roberts, Trade Marketing Manager UK, Perfetti Van Melle, said: “Mentos is a top 10 confectionery brand in the UK and we pride ourselves on bringing people together. Last year’s campaign proved a huge success, so it was a no brainer to bring it back for 2018, this time centred on language we all use – emoticons.”