For the first time in the product’s history, Mentos candy is carrying printed messages on the dragée – with each message aimed at encouraging people to connect in a different yet meaningful way.
According to Ann-Marie Raza, Head of Confectionery for Stuart Alexander & Co., there are more ways than ever to stay connected with our friends through social media – but taking the first step in the ‘real’ world can still be difficult.
“The aim of this campaign is to encourage interaction,” she said. “The dragée calls out a specific action that can be performed together, helping to break the ice and form a new connection or friendship.”
The limited-edition product is available on Mentos Fruit, Mint and Spearmint (both single and multipacks) until late this month. In all, 34 different messages are included in the campaign, asking people to ‘Moonwalk, ‘Piggyback, ‘Take a Selfie’ and ‘Sing’, among others.
The new product is being supported with a campaign reaching more than four million Australians, including buses and digital panels in shopping centres, Facebook ads, Facebook Canvas, Instagram, nationwide sampling, in-store promos and offsite locations.
Stuart Alexander & Co. manages the Mentos portfolio in Australia for Perfetti van Melle.
