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Mentos on its £1.5m push to grow in the ‘brand-led’ UK market
Marketing boss at the mint brand Mark Roberts believes “understanding the land” in which your brand plays is the best way to succeed in a rapidly changing market.
Still a “challenger brand” in the UK, Mentos hopes its biggest marketing investment to-date will refresh the chewing gum category.
The new multi-million pound marketing campaign is looking to boost category growth, brand awareness and conversion in a subdued gum market. Marking the brand’s biggest marketing investment to-date the £1.5m campaign, featuring its Pure Fresh Gum range, which will reach an estimated 51 million adults in the UK via outdoor, shopper, radio, video-on-demand, social and influencer marketing.
“It’s really about that dual purpose of trying to drive the brand and the category,” says Mark Roberts, marketing and trade director at parent company Perfetti Van Melle.