Perfetti Van Melle, the world’s second largest confectionery company, is helping retailers drive mints and gums sales this summer with new campaigns for two of its biggest brands – Smint and Mentos. Launching in May, both campaigns combined represent a £2m investment in Perfetti Van Melle’s refreshment brands – a key strategic priority for the company this year.
The upcoming, fruity OOH campaign running from 5–18th May will hero Mentos Pure Fresh Gum bottles and new duo packs, highlighting best-selling flavours: Cherry and Tropical – significant contributors to Mentos Gum’s brand value of £13.9m. Reaching two thirds (65%) of adults across the UK with outdoor advertising at 420+ sites, the campaign will reinforce Mentos Gum’s positioning as ‘Unbeaten on Taste and Flavour’, and with younger consumers a particular focus for the brand, 54% of Gen-Z shoppers will see the campaign four or more times.
Whilst a second burst of advertising will go live in July, spotlighting two further recent Mentos launches; Mentos Discovery, the groundbreaking 14 flavours in one roll, which has added £2.4m in value sales since 20243, and the new Mentos pouch bags which have delivered £1.4m to date.
Kicking off the following week, Smint – the number one sugar-free mint brand – will be encouraging an estimated 6 million commuters to ‘Refresh and reset’ with two weeks of outdoor advertising from 19th May in 350 locations in London and the southeast.
The brand – currently worth £18.2m- will also increase its social presence on Facebook, Instagram and TikTok during this time, as well as sampling 110,000 tins of Smint Peppermint to busy commuters in need of a break at London stations, keeping physical and emotional refreshment front of mind.
Mark Roberts, marketing and trade marketing director UK, said: “This summer, we’re turning up the dial on refreshment. Smint and Mentos are already performing exceptionally well, but we’re not resting on our laurels – we’re doubling down with bold, exciting campaigns designed to connect with today’s consumers in meaningful ways. Whether it’s commuters needing a quick reset or Gen-Z looking for flavour-packed fun, we’re showing up where it counts, with formats and flavours that bring energy to everyday routines.
“We know consumers are looking for small, uplifting moments throughout their day – and that’s exactly what our portfolio seeks to deliver. From impulse buys at the till to planned purchases, these campaigns are designed to keep our brands top of mind when it matters most. This investment is also a strong show of support for our retail partners, giving them the tools to drive visibility, footfall, and ultimately, sales. It’s a big summer ahead – and we’re just getting started!”
