Perfetti Van Melle: Marketing Mentos in India

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Case Details:

Case Code : MKTG190
Case Length : 19 pages
Period : 2002-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Perfetti Van Melle
Industry : Confectionery
Countries : India, Europe

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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PVM, a privately owned company, manufactured and marketed sugar confectionery and chewing gums. It was established in March 2001 through the merger of two confectionery majors Perfetti S.p.A. (Perfetti) of Italy and Van Melle NV (Van Melle) of the Netherlands...

Marketing Mentos

Mentos was a strong global brand for PVM with a history of around five decades. It fell in the category of chewy dragée. This brand, which was hard and crunchy on the outside and soft on the inside, enjoyed a cult status with a segment of the youth population...

Online Initiatives

While the promotions for Mentos had been predominantly TV-led, PVMI also used newer media such as the Internet. In doing so, it became one of the first companies in India to start major online initiatives for its brands...


Mentos soon emerged as a strong brand in the Indian sugar confectionery market. Analysts felt that the pay-off line Dimag ki Batti Jala De was very popular with the target audience. They felt that O&M had smartly positioned the brand in this low value, low involvement category through its simple yet humorous ads...

The Evolution of the Ad Campaign

In 2008, PVMI and its ad agency evolved the advertising campaign for Mentos further by adopting an animated format for the first time. The ad that debuted in February 2008, showed the evolution of human beings, giving it a humorous twist (Refer to Box II for the animated ad; Refer to Exhibit VIII for a visual from the ad)...


As of 2008, PVM was looking at countries such as India to fuel its future growth. PVMI too was trying to extend its market in India further by shifting a significant chunk of the market from the unorganized segment...


Exhibit I: Logo of Perfetti Van Melle
Exhibit II: Indian Sugar Confectionery Market
Exhibit III: Pack-shot of Mentos and Word-mark of the Pay-off Line
Exhibit IV: A Mentos Wallpaper
Exhibit V: Visuals from Mentos Friendsline
Exhibit VI: Socioeconomic Classification in India
Exhibit VI: Screen-shot of Mentos Friendsline
Exhibit VII: Mentos: The New Animated Ad in 2008


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