Perfetti Van Melle launches summer campaigns for Smint and Mentos

Perfetti Van Miele (PVM) has announced it is to help retailers drive mint and gum sales this summer with new campaigns for two of its biggest brands – Smint and Mentos.

Launching from later this month, the two campaigns combined represent a £2m investment in PVM’s refreshment brands – a key strategic priority for the company this year, it says.

The upcoming fruity OOH campaign, running until 18 May, will hero Mentos Pure Fresh Gum bottles and new duo packs, highlighting best-selling flavours Cherry and Tropical. Reaching two thirds (65%) of adults across the UK with outdoor advertising at 420+ sites, the campaign will reinforce Mentos Gum’s positioning as ‘Unbeaten on Taste and Flavour’.

A second burst of advertising will go live in July, spotlighting two further recent Mentos launches - Mentos Discovery and the new pouch bags.

In addition, Smint will be encouraging an estimated six million commuters to ‘Refresh and reset’ with two weeks of outdoor advertising from 19 May in 350 locations in London and the southeast.

The brand will also increase its social presence on Facebook, Instagram and TikTok during this time, as well as sampling 110,000 tins of Smint Peppermint to busy commuters in need of a break at London stations, keeping physical and emotional refreshment front of mind.

Mark Roberts, marketing and trade marketing director UK, said: “Smint and Mentos are already performing exceptionally well, but we’re not resting on our laurels - we’re doubling down with bold, exciting campaigns designed to connect with today’s consumers in meaningful ways, whether it’s commuters needing a quick reset or Gen-Z looking for flavour-packed fun.

“This investment is also a strong show of support for our retail partners, giving them the tools to drive visibility, footfall, and ultimately, sales. It’s a big summer ahead - and we’re just getting started!”