Perfetti Van Melle’s Mentos brand has signed a sponsorship deal with E4 to support a bespoke package of shows as ‘Fresh Telly on E4’ for six months.
This will be Mentos’ biggest ever sponsorship on British TV and the package will feature a mix of new and established British and US shows including Virtually Famous, Youngers, Rude Tube, Troy, and new drama series Glue. The package will be specifically targeted to Mentos’ key 16-34 age group, with a high level of frequency hitting almost half the audience during the six month period. Mentos has created four unique idents, which allow the brand to showcase eight of its products across both candy and gum.
The deal forms the lead element of summer activity for Mentos and follows hot on the heels of the launch of a new Spearmint flavour roll, which has an improved and specific UK developed flavour, with updated packaging. Perfetti Van Melle is showing its commitment to this new flavour by way of covermount sampling of almost 500,000 rolls in leading male and female magazine titles such as Cosmo and Four Four Two, plus experiential activity.
Mentos is the fastest growing mint brand in the UK this year, up 21.7% since January. Mentos will also continue its policy of successful on-pack promotions, which it has followed for the last two years, with its exciting Fresh-Up Your Pocket promotion across six million multi-packs that will give consumers the opportunity to win super-cool gadgets that fit in your pocket, with one in five packs being a winner.