PVM launches £2m campaign to boost Smint and Mentos sales this summer

PVM launches £2m campaign to boost Smint and Mentos sales this summer
Confectionery giant Perfetti Van Melle (PVM) has announced new campaigns for two of its biggest brands, Smint and Mentos, looking to drive mint and gums sales this summer. Launching this month, both campaigns combined represent a £2m investment in PVM’s refreshment brands – a key strategic priority for the company this year. The upcoming OOH campaign running from 5–18 May will hero Mentos Pure Fresh Gum bottles and new duo packs, highlighting best-selling flavours: Cherry and Tropical – significant contributors to Mentos Gum’s brand value of £13.9m.
Reaching two thirds (65%) of adults across the UK with outdoor advertising at over 420 sites, the campaign looks to reinforce Mentos Gum’s positioning as ‘Unbeaten on Taste and Flavour’, and with younger consumers a particular focus for the brand, 54 per cent of Gen-Z shoppers will see the campaign four or more times.
Whilst a second burst of advertising will go live in July, spotlighting two further recent Mentos launches: Mentos Discovery, the groundbreaking fourteen flavours in one roll, which has added £2.4m in value sales since 2024, and the new Mentos pouch bags which have delivered £1.4m to date. Kicking off the following week, Smint – the leading sugar-free mint brand – will be encouraging an estimated 6 million commuters to ‘Refresh and reset’ with two weeks of outdoor advertising from 19 May in 350 locations in London and the southeast.