Mentos Case Study

Italian global brand owner Perfetti van Melle was formed in 2001 when Perfetti acquired Dutch company van Melle to create the third largest confectionery manufacturer in the world. The group has a huge brand portfolio of both global and regional brands (including Chupa Chups and Fruit-tella), and Mentos was created in 1932 when the van Melle brothers came up with an idea for a peppermint flavoured caramel candy.

The creation of the group made Mentos a global brand, which it describes as its most innovative. UK experiential agency Sense London wanted to promote and maintain engagement with the brand's Facebook page. In August 2014, we worked with them to create a campaign to offer a Webcoupon for a free packet of Spearmint Mentos (value £0.59 to the consumer) in exchange for a Facebook 'Like'. The coupon was available for four weeks on Facebook, and released on a weekly schedule. Following release, the total available coupons were printed within only a few hours of the release time.

The brand benefitted from increased engagement and the intuitive consumer journey to print the coupon made this a popular, low-cost mechanic (along with valuable registration data collected on the simple consumer form). Webcoupon consumer services support enabled query handling including a postal entry route for consumers unable to print. During the campaign, the brand could log on to view total real-time prints of the coupon.

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