Perfetti Van Melle has signed a sponsorship deal with E4 for Mentos to brand a package of shows as ‘Fresh Telly on E4’ from June for six months.

The new deal will be Mentos’ biggest ever sponsorship on British TV and the package will feature a mix of new and established British and US shows including Virtually Famous, Youngers, Rude Tube, Troy, and new drama series Glue.

The package will be targeted at Mentos’ key 16-34 age group, with a high level of frequency hitting almost half the audience during the six-month period. Mentos has created four unique idents, which allow the brand to showcase eight of its products across both candy and gum.

The sponsorship deal with E4 forms the lead element of summer activity for Mentos and follows the launch of a new Spearmint flavour roll. The new flavour is being backed with covermount sampling of almost 500,000 rolls in leading male and female magazine titles such as Cosmo and Four Four Two, plus experiential activity.

Mentos will also continue its policy of on-pack promotions, which it has followed for the last two years, with its “Fresh-Up Your Pocket” promotion across six million multi-packs that will give consumers the opportunity to win gadgets that fit in their pocket, with one in five packs being a winner.

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