Mentos has invested £1m in its latest three-month promotional activity campaign ‘Summer of Mentos Discovery’.

Launching throughout the summer months, the campaign heroes Mentos’ latest chewy NPD: Mentos Discovery – a unique, vegan-friendly, fruity experience that boasts a category-first 14 different flavours in one roll, ranging from classic strawberry to exotic passion fruit.

After only four months on the market, Mentos Discovery has already achieved £260,000 in sales to date.

The campaign is set to amplify the brand’s success, with Mentos Discovery and Mentos Pouch Bag having already contributed to Mentos’ sales of £3.4m in the last four weeks.

It will be supported with a comprehensive mix of out of home, VoD, social influencers and disruptive in-store POS materials that stop shoppers in their tracks, encouraging consumers to say “Yes to Fresh”, and to try something new and adventurous from a trusted brand.

Extensive OOH advertising will roll out across over 470 sites up and down the nation, culminating in four spectacularly wrapped buses bustling through the streets of both Manchester and Birmingham.

Sarah du Plessis senior brand manager at Mentos said: “The response to Mentos Discovery so far has been positive and the brand is going from strength to strength! Mentos is currently worth £39.9m and is up 27% YoY, and as we continue to grow, we remain focused on delivering unique, enjoyable experiences that excite our consumers and retail partners alike.

“We know that our audience are looking for more excitement from the category and achieving the milestone of £260k in sales within just four months of launch is truly a testament to this enthusiasm. Our hope with our latest investment is to build on this success by reaching an even broader audience, enhancing brand visibility and increasing penetration amongst our Gen Z target demographic”.