Mentos Fresh Connection
Mentos launched new brand position in 2017 but not yet perceived well.
A relaunch campaign was conducted in early 2018 to strengthen the new position as well as to improve sales
Build brand engagement & excitement. Deliver well new brand positioning: Mentos Fresh Connection
The proposed idea is an IMC campaign with online contest “Mentos Fresh Connection” calling for offline connection as a core activity. Through sharing social concern on online savvy among Vietnamese youth, the contest attracted attention & participants from prospect.
Participants was asked to use Mentos candy making friends with strangers, take picture the relationship for proof, then up them on the contest website and share the link on their facebook pages to join the contest. 03 winners, most impression connection creators in term of quantily & quality, were rewarded with trips to Italy – Motherland of Perfettie Company.
To amplify the campaign, Karik – Singer KOL, and other hot facebookers were also invited to join the contest as influencers, joining in the campaign viral clip to kick-off the contest.
The contest attracted more than 5,000 participants
Communications on social channels to build the contest awareness & engagement
On-ground activation at universities, cinemas in HCM & HN cities
to build campaign’s awareness & recruit contestants
An 5 star event was also organized for top 15 winners to have exciting engagement