As a confectionary brand Perfetti Van Melle in India has created a strong position for its powerful storytelling when it comes to its brands. Perhaps Mentos – is one of the best example of this. Under the famous tagline, ‘Mentos, Dimag ki Batti Jala De!’ the company created some iconic ads, be it the evolution of mankind or the classroom, the brand is known for its stories. Now it has made a comeback after eight years with its brand new ad campaign, ‘Yes to Fresh’. While the company chose to stay from any direct promotion, it claims that the decision was based on portfolio choices. “I think the organisation was in a different place then. It was growing very fast. Therefore we had to make the right choice on the brand to invest in where we had a strong innovation pipeline, besides where we had a strong pull from the market. At the time, Mentos was not a priority from a communication perspective, although, from an activation perspective, it was always active,” Gunjan Khetan, CMO-India, Perfetti Van Melle, told BrandWagon Online.
2
The India confectionery market was valued at Rs 320.6 billion ($4.3 billion) in 2021 and is expected to grow at a CAGR of more than eight per cent during 2021-2026, as per a recent report by research from Global Data. Health and wellness attributes such as free from and consumer benefits such as health management contributed the most towards the growth of the health and wellness market in the Indian Confectionery sector during 2016–2021, the report stated. The consumption of confectionery is higher among females than males. Furthermore, kids represent the largest subset of the confectionery sector in India. As per the report, the key categories in the Indian confectionery market are chocolate, sugar confectionery, and gum. Chocolate was the largest category in 2021. Khetan quips that Mentos as a brand recently turned a value worth a billion euros, which further emphasises that it is a very powerful brand globally. “As a brand, its advertising has been ingrained in pop culture and the new campaign too lives up to the legacy. Mentos has long been synonymous with freshness and new perspectives, making a lasting impact on consumers everywhere. Our latest campaign, say ‘Yes to Fresh’, pays tribute to this legacy while introducing a fresh perspective tailored for Gen Z. This vibrant generation thrives on spontaneity and seeks out joyful experiences in their daily lives. With the charismatic Abhay Verma leading the charge, we showcase how enjoying Mentos inspires a fresh mindset, empowering individuals to uncover fun in the boring,” he explained.
The campaign featuring actor Abhay Verma opens in a mundane biology class, where students are visibly bored, yawning, and fidgeting absentmindedly. Abhay Verma, the protagonist, in boredom, reaches out to the Mentos candy and pops one into his mouth, and instantly, a wave of refreshment washes over him, symbolised by upbeat music and a sudden shift in the atmosphere. The once-dull classroom transforms into a vibrant space in Abhay’s mind— his outfit bursts with colour, the walls unfold, the benches rotate, and whimsical chaos ensues, while his oblivious classmates remain unaffected, adding humour to the scene. A student jolts awake as papers fly, an anatomy book lands comically on a girl’s face, and the professor’s wig takes flight, revealing a dancing skeleton. The fun peaks as Abhay pops another Mentos, reigniting the energy, and the classroom spins with unstoppable excitement, concluding by reminding audiences how Mentos can turn boring mundane moments into fun-filled experiences. “We wanted to keep our message simple yet impactful. Life often presents us with everyday moments that feel stuck in a loop of monotony. That’s where Mentos comes in. With just one refreshing pop, Mentos turns those mundane moments into unexpected bursts of fun. No matter how dull the situation is, Mentos transforms it into something memorable and refreshing. That’s why Mentos – ‘Yes To Fresh!’” Anurag Agnihotri, managing partner (Creative), Ogilvy West, explained.
Perfetti Van Melle has created what it calls a multi-channel plan. From television to digital, it plans to utilise all platforms. Additionally, the firm plans to utilise influencers to drive awareness.
Interestingly, despite its absence from regular communication, the company claims that the brand continued to grow. This is despite the rise of competition with the entry of a few home-grown players. “From a market share perspective, it is the number one brand when it comes to mints. Mint is a subcategory within confectionery. It is a brand that holds close to about 40% share and all this was built over the last 15-20 years. So, the brand continues to grow and continues to do well. We can further energise the trajectory of the brand,” Khetan, added.
One of the most active markets, the company claimed that India holds a huge growth potential. According to Khetan, this is one market that all the big players look at with excitement. For example, the average chewing gum consumption in India is one-eighth of the globe. Needless to say, the experimentative nature of the Indian consumer also has a role to play. Therefore, some categories that stand out in terms of growth and increasing contribution are, say, jellies, he noted.
Sold across all channels including e-commerce, quick commerce as well as brick and mortar outlets, Mentos the company claims to be a portfolio and architecture that caters to multiple channels. “We have a Re 1.00 mono pack which can drive reach in a complex distribution environment like India. We have a Rs 10 stick which helps us upgrade our loyal consumers to bigger packs. We have a Rs 20 stick which is designed for modern trade for indulgent and high discretionary income consumers. Now with chewing gum which was present across modern retail outlets, we are rolling it out to general trade on the back of a Rs 30 pack,” Khetan said.