Case Studies

Mentos Gum (Perfetti Van Melle)

Background

In 2006, Perfetti Van Melle, the world’s third largest confection company, decided to extend its Mentos brand and enter the chewing gum market.

Discover

In a cluttered and fiercely competitive market, with so many products promising fresher breath, more appeal, and uniquely exotic new flavours, product differentiation was crucial. Impact Research conducted consumer surveys to prepare for the launch in Canada.

Define

In October 2006, based on Canadian consumer survey results, Blitz Direct, Data & Promotion and Cossette Communication-Marketing produced a launch campaign focusing primarily on Mentos gum’s unique, round shape, immediately setting it apart from the competition.

For the second phase of the launch, conducted in March 2007, Blitz and Cossette were mandated to expand on the differentiating characteristics of Mentos gum and bring to life its unique qualities.

Deploy

A national, Convergent Communications^TM campaign was developed which included signage (traditional, 3D and interactive), Web, public relations and television.

The creative platform was based on creating pop art (inspired by pointillism and pixelisation) using packs of Mentos gum. The canvas consisted of rows of Mentos gum packs placed side by side, and when specific pieces of gum were removed from the packaging, the contrast took on the shape of an image or icon.

This spectacular creative appeared on outdoor posters and signage in Montreal, Toronto and Vancouver.

An interactive Web component created by Fjord Interactive Marketing + Technology invited consumers to create their own virtual Mentos pop art and vote for their favourites. Web placements were strategically positioned on sites frequented by the target audience, with direct links to the Mentos www.poptonart.ca / www.makeartpop.ca websites (no longer online).

The creative experience was brought to life in the three target cities simultaneously through the PR event coordinated by Optimum Public Relations. One artist in each city was hired to create a unique piece using packs of Mentos gum, forming an impressive canvas measuring 20 ft x 12 ft. Strategic locations for the demonstration were selected in each city, and the images were later reproduced for signage in that city.