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FMBX News
Posted: May 17, 2011
Perfetti Van Melle appoints Sense for Smint and Mentos sampling
To support the launch of new Smint 2 in 1 Raspberry & Lemon flavour, Perfetti Van Melle have appointed Sense to run guerrilla sampling activity across London mainline stations all of this week (16th to 20th May inclusive).
In addition to providing consumers with a tasty, refreshing sample of the new Raspberry & Lemon flavour and classic Peppermint Smint, there is also a competition to win £500 by simply following Smint on Twitter and Tweeting your postcode! (See http://www.capitalrefreshment.co.uk/ for more info).
The promotion is also driven by chrity donation. For every pack of new Smint 2in1 purchased, Smint will be donating 5p to Breast Cancer Care, 10p extra if you tweet including #BCCSmint.
Additionally, Perfetti Van Melle has tasked Sense with delivering an experiential sampling campaign to support the launch of their new Mentos chewing gum stick pack variant. The Mentos ‘Gum on the Run’ campaign will visit 9 key cities nationwide over a four week period which kicks off in London on Saturday May 21st.
Activity will see our branded guerrilla teams targeting youthful urban consumers in parks, high streets, tourist locations and busy stations with samples of the new gum variant and the chance to experience ‘irresistible freshness’ for themselves.
The campaign includes a 3m long giant pack of Mentos ‘Gum on the Run’ across well known local landmarks in each city centre. Consumers who track the pack can win Amazon vouchers, free gum and many other daily prizes. Those who follow the pack’s progress via @MentosGumUK will be given clues as to its location.
Consumers snapped with the pack can check out the MentosGumUK facebook page – also live from May 21st - to see pictures of them with the pack!
Sally O’Brien, sense account director said “we’re excited to be supporting the new Mentos gum with sampling activity that will enable consumers to experience its great taste firsthand. Linking with social media was a natural step to allow people chance for further engagement with the fun nature of the Mentos brand. We hope people are as entertained by our giant pack of ‘Gum on the Run’ as we have been and encourage people to track its progress on Twitter to maximise their chances of seeing this spectacle for themselves!”
