MxMIndia

Tag: Mentos

  • Limited edition CompliMentos promotion will see every Mentos roll feature a light-hearted compliment pre-printed on the pack

    Mentos begins a new conversation with ‘CompliMentos’

    By A Correspondent

     

    Mentos has rolled out its latest campaign CompliMentos in India. The campaign is part of Mentos’ global brand proposition ’Who says no to Mentos’ and will be active in India during the months of November and December 2019.

     

    Said Rohit Kapoor, Head – Marketing at Perfetti Van Melle India: “Mentos as a brand always inspires fresh connection and the new limited-edition campaign shall strengthen it further. As a product, Mentos has enjoyed great adulation from Indian consumers. With this new introduction, we hope to help start great conversations via exchange of compliments printed on the wrapper. This campaign shall also be supported on Digital and on-ground medium.”

     

     

  • The core thought of the campaign has been customised to engage the digital audience as well

    Mentos takes the cheeky self-deprecating route for new campaign

    By A Correspondent

     

    Brand Mentos from Perfetti Van Melle, India has announced the rollout of its new campaign that highlights new product features. The new Mentos is now bigger and softer – the same will be communicated by Ogilvy & Mather through a series of announcer films.

     

    The television commercials revolve around characters that have no need for fresh ideas: entities like chicken, babies or potted plants. So, when the announcer enthusiastically explains to them how much better Mentos has now become, the characters shrug him off and continue with their lives. Then follows the campaign thought “They don’t seem to care, but you will.”

     

    “This cheeky self-deprecating route is a fun way to announce the product developments without sounding too ad-like,” shared Anurag Agnihotri, ECD, O&M.

     

    The campaign is also being backed by a strong 360 degree extension. The core thought of the campaign has been customised to engage the digital audience as well. This will be seeded on social media and multiple platforms like Youtube, Vuclip etc.

     

    Commenting on the launch, Preeti Bhatnagar, Category Head, said “Mentos has been an aspirational brand for consumers for over a decade and has lived up to their expectations across all touch points. The new Mentos commercial is an announcer film highlighting the product improvement but does not look anything like a typical announcer. It has every bit of quirk and fun that all Mentos advertisements have. We are extremely excited and are quite confident that this will strengthen the brand core.”

     

  • Conceived by O&M, the campaign is using various platforms including social media, microsites, mobile, internet, radio and electronic media

    Mentos’ new Batti Jalao Campaign

    By A Correspondent

     

    Mentos, from Perfetti Van Melle India, was first positioned on the fresh thinking platform with ‘Aam Zindagi, Mentos Zindagi’ campaign. Mentos then evolved, literally, with the ‘Evolution’ campaign which portrayed an alternative theory of evolution where a monkey ate a Mentos and evolved into a man. Now Mentos has been positioned on the smart thinking platform with the tagline ‘Dimaag ki batti jala de’.

     

    ‘Batti Jalao’, the latest campaign by Mentos, is based on the insight that people have a natural fascination for puzzles and mysteries. The campaign uses a riddle with a twist and urges the audience to use their brain laterally. To make the campaign substantial and credible, there is a cash prize of Rs 25 lakh for solving the riddle.

     

    The marketing campaign aims to initiate conversations among consumers. To reach its target audience, Mentos will be using various platforms including social media, microsites, mobile, internet, radio and electronic media. The voice-over has been provided by Piyush Pandey, Ogilvy & Mather’s Executive Chairman and Creative Director, South Asia.

     

    Commenting on the campaign, Nikhil Sharma, Director – Marketing, Perfetti Van Melle India said, “The hope with this campaign is that can engage our consumers in an interesting and never-done-before way. With this communication, we have taken a leap and thrown a challenge to the consumers to solve a bizarre mystery. The entire look and feel for this is witty and humorous.”

     

    Abhijit Avasthi
    Piyush Pandey

    Abhijit Avasthi, NCD, Ogilvy India, added, “With a brand as fun and iconic as Mentos, there’s always this huge question: what next? It’s not easy to catch people by surprise and leave them with a laugh time after time, but we’ve done it yet one more time. And with the ‘Riddle’ campaign we’ve gone a step ahead by giving them something that will play on their minds even after they find out the answer.”

     

    Piyush Pandey, Executive Chairman and Creative Director, South Asia Ogilvy & Mather, added, “There comes a time in a brand’s journey where it must do something startling, something radical, even if what it has been doing before has worked really well. The new Mentos ‘Riddle’ campaign does exactly that. It takes a new leap without letting go of the essence of the brand.”