Mentos is investing £1.6m in its biggest campaign of the year. The new limited edition product aims to bring people together and inject a dose of innovation into the singles category.
Building on the success of last year’s Mentos Say Hello campaign, Complimentos will see every roll feature a light-hearted compliment perfect for sharing with friends, family, lovers or connecting with someone new and making them smile. The fun comments include “You are the one I CHEWS” and “You and I are MINT to be”. Mentos’ fresh new look will be available on Fruit, Mint and Rainbow packs until the autumn.
Set to be a huge talking point, a new cinema advert, social media, experiential pop-ups and OOH media will get consumers across the country sharing compliments and drive them in store. Retailers are urged to stock up and make use of the engaging POS available to bring the campaign to life in store and encourage conversations with their customers too.
Sarah Elmer, Mentos brand manager, says: “Mentos Say Hello was such a great success for us and with Complimentos we’re hoping to go even bigger and better. We’re sure the fun compliments we’ve printed on our limited edition Mentos packs and the corresponding above and below the line campaign will be a real conversation starter. It’s ideal for creating theatre in store, giving retailers an extra reason to interact with their customers.
“The adult singles market is under pressure, particularly within mints, so we’re aiming to inject some excitement in order to increase visibility and drive growth for this part of the category. Mentos is the number 3 candy brand globally an-d sales of our adult singles are currently outperforming the market, with Fruit growing at +3.2% and Mint +1% – so we’re in a fantastic position to bring innovation to the category and ignite change”.