Mentos is being backed by an ‘Unbeaten on Taste and Flavour’ campaign this summer, to capitalise on the fact that it won consumer taste tests as part of its Product of the Year win for 2024 .
Running until September, the £1.5m campaign covers out-of-home, shopper, radio, VOD, social and influencers.
The campaign focuses on Mentos’ Product of the Year 2024 Paperbottle Pure Fresh Gum; a variety of menthol and fruit options, from Mint to Cherry. Mentos is aiming to capitalise on the growth of both sub-categories, with fruit growing fastest at +13.4% versus mint at +12.5% (Circana data).
Activity has kicked off with an outdoor advertising campaign, which sees Mentos taking over almost 430 sites across the country. Prioritising university towns to reach the brand’s Gen Z audience, the locations – including London, Glasgow, Birmingham, Manchester, Liverpool, Sheffield, Cardiff, Milton Keynes, amongst other smaller, localised spots like Watford, Sandwell, Broxtowe and Motherwell, have been chosen to ensure they are within 250m of a store listing the gum.
Sarah du Plessis, senior brand manager at Mentos, said: “Fresh off the back of our Product of the Year win, we’re delighted to have claimed the top spot in consumer sensory taste tests, thanks to the delicious flavour punch from the first chew to the last. We’re going all out with our latest campaign to make sure everyone knows about it and to ensure the nation makes Mentos Pure Fresh Gum their first choice when buying gum.”
