Product details

When Perfetti Van Melle (India) Pvt Ltd (PVMI), the wholly-owned subsidiary of the world's third largest confectionery company Perfetti Van Melle SpA (PVM), launched Mentos in India it realised that the global positioning of the brand was not cutting much ice with the Indian audience. Globally, Mentos was PVM's biggest brand and the world's second largest confectionery brand. It was marketed on the 'freshness' platform with the pay-off line 'The Freshmaker'. In India, after initially extending the global positioning of the brand, the company adapted the communication strategy to position Mentos as a fun brand with advertisements created by Ogilvy & Mather India Ltd (O&M) in 2003. Some very creative ad campaigns followed, which, along with other on-line initiatives such as the award-winning Mentos Helpline, helped make Mentos a strong brand in the low-value, low-margin, fragmented sugar confectionery market in India.