Mentos Full Cube: the chewing gum becomes square

20/04/2010

Perfetti Van Melle launches, under the brand Mentos, the first square chewing gum. The campaign was confided to Dufresne Corrigan Scarlett.

From April 21st, France is going to chew square! The group Perfetti Van Melle indeed develops its key brand and across generations Mentos, known for its round candies, by launching square chewing gum, sold in a squared packaging, Mentos Full Cube.


Loaded with the launch, the Dufresne Corrigan Scarlett agency chose as slogan " Chew square ", with a picture moved to impose the "cubic" shape of the product as a new evidence.


The media plan plans 15 000 posters throughout France, from April 21st, on networks JCDecaux and Clear Channel.


Emmeline Rousseau