Mentos, the number two chewy brand in confectionery, is bringing back its award-winning Corner Shop Drop media campaign for an epic three month stint this summer. Estimated to reach 6.9 million people across the UK through radio and digital the campaign is tipped to be another great success. Shining a spotlight on corner shops as pillars of the community, the content is set to resonate with retailers too.
Executed through a partnership with Bauer media radio stations; KISS and KISS Xtra, Corner Shop Drop series two is designed to engage directly with a Gen Z audience. The activation gives emerging talent in the music industry a stepping stone to fame. Working with KISS and resident DJ Essi, Mentos has selected three up and coming new artists, giving them a unique opportunity to film content to be showcased via both the brand and radio station’s platforms.
Building on the success of last year’s campaign, Mentos hopes to continue to position itself as a must-have brand for a Gen Z audience, driving sales and awareness. Corner Shop Drop series one had some incredible results, with 88% of listeners already aware of the brand, and 91% of recallers taking action as a result of the content they’d consumed. 86% of those who recalled the campaign liked it with 73% saying they’d go on to recommend Mentos as a direct result of the activity.
Mentos Sweets has grown by +15.7% in value sales and +14.6%[1] in volume and is now worth £45.8m[2]. Sales in symbols and independents are also in growth, and now worth £9.1m +10.3%[3]. Corner Shop Drop is a disruptive activation that will utilise social, to ensure Mentos is top of Gen Z’s wish-list throughout this action packed summer.
Sarah Jane Du Plessis, senior brand manager at Perfetti Van Melle comments, “We’re incredibly excited to bring back Corner Shop Drop for a second year. Music is a great way for us to build an authentic connection with our audience, it’s a connector on so many levels, just as Mentos is. The campaign supports our overarching Yes to Fresh brand platform, and watching the fresh new talent grow in confidence through this partnership has been brilliant. We’re confident that the programme of activity will drive shoppers in store, boosting awareness and brand salience.”
Corner Shop Drop artist Min, one of the selected three artists fronting the campaign added “This means a lot, KISS and Esi have always been supporting my music since I sent my first song over, so to see the support go even further by getting me to represent Mentos is a big deal for me this early in my career and an opportunity I will be forever grateful for. Can’t wait to see how it all turns out now! I couldn’t have asked for a better experience for my first time doing something like this.”
Simon Kilby, MD, Bauer Media Advertising added: “At Bauer Media, we’re always innovating to deliver standout content solutions that resonate with both our clients and their audiences. The return of Corner Shop Drop is a great example of the kind of cross-platform storytelling audiences crave, demonstrating the power of our brands to deliver integrated, multi-channel campaigns across radio, digital and real-world experiences.”
