Perfetti van Melle has launched the £1.5m ‘yes to fresh’ campaign to promote its Mentos Pure Fresh Gum range.

The campaign runs until mid-September across peak morning, breakfast and drive time on Capital and Capital Xtra radio stations.

It will also appear until late August through targeted advertising on VOD, YouTube and TikTok. There will also be sampling activity at Barcode Festival on 6 July.

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The campaign spotlights all five varieties of Mentos Pure Fresh Gum, as well as its fully recyclable paperboard bottle.

Sarah du Plessis, brand manager at Mentos, said: “Currently, Mentos Pure Fresh Gum is outperforming the chewing gum bottle growth by 47%, contributing to 19% of the total chewing gum bottle growth in the last 52 weeks. Our latest investment will build on this success and ensure that Mentos Pure Fresh remains top of mind with those looking for a burst of long-lasting, freshness.”

“Through careful targeting, the campaign is expected to reach 78% of adults, and deliver an estimated 40.4m impressions, meaning Mentos Pure Fresh will be more visible than ever before – stock up to prepare for the summer of Mentos!”

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