Mentos launches new on-pack promotion and prizes to encourage social media engagement
Mentos, the global number three candy brand, has launched a brand new and interactive on-pack promotion that it says is guaranteed to get people picking up Mentos rolls and packs in-store.
The new on-pack promotional mechanic is based on user-generated content and designed to get people talking, snapping and sharing, as consumers are now able to engage with the company’s special offers through social media. Mentos is asking shoppers to snap a selfie of themselves with their favourite Mentos roll or multipack and share the photo on their social media (Facebook and Instagram) using the hashtag #MentosMeandYou to be in with a chance of winning a range of prizes throughout the year, including some limited edition boxes of Mentos rolls and unique flavours not currently available in the UK. The brand has partnered up with Buyagift to win daily and monthly, with a final grand prize of 15 £1,000 vouchers for experiences ranging from an aerobatic flying experience, to a cookery master class with a Michelin star chef, to a relaxing spa break at Champneys and many more.
Sarah Elmer, Mentos brand manager, said: “Sharing a roll or pack of Mentos is one of the simplest ways to make someone smile, enabling the brand to inspire and bring some light relief to consumers through the chance to win a selection of very special prizes.
“We know that the refreshment category is under pressure at the moment, but we want to reassure retailers we are investing in our brands at Perfetti Van Melle to turn this around. We are confident Me & You is a promotion that will encourage repeat purchase and drive new shoppers to the category too.”
The campaign will be supported with a £1 million media campaign until the end of January next year.
Mentos are available in all retailers and cash & carries in the multipack and singles format, with RRPs of £1.29 and £0.60, respectively.
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