Perfetti Van Melle has announced a new Mentos campaign which will run across television, online and sampling. The new creative, ’Don’t Become Your Dad’, introduces a ‘Stay Fresh’ strapline and features the Mentos Mint roll as well as the new Mentos Strawberry Mix.

The TV activity will be supported by a ‘Stay Fresh’ photo competition run through Facebook which invites consumers to upload their freshest photos of the summer. This follows on from Mentos’ ‘Shake Your Moneymaker’ on pack and online promotion which ran successfully from April to August.

Sampling will also run across the period with over half a million rolls of Mentos Strawberry Mix being cover-mounted on leading women’s magazines such as Cosmopolitan, Look and Now.

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