Mentos Marketing

Mentos is a popular brand of mints sold in many markets across the world by the Perfetti Van Melle Corporation. Mentos was first produced in the Netherlands during the 1950s. The mints are small oblate spheroids, with a slightly hard exterior and a soft, chewy interior. They are sold in rolls which typically contain 14 candies, although the new "Sour Mix" flavour contains only 11. Certain flavours are sold in boxes in the United States and the rolls in three and six-packs. The slogan of Mentos is "The Freshmaker". Most Mentos packages describe the candy as "chewy dragees"

Mentos are marketed towards male and female, young adults and adults however; there is no age restriction to who can consume them.

Mentos are currently marketed through various television ads, consisting of situations were someone has made a mistake, for example sat on a recently painted bench, and then eats a Mentos which makes everything better, they are then happy. Depending on what type of Mentos is being advertised changes the used ad however; no matter which ad they display on television, they all have a similarity which is happiness. These ads do not display a celebrity endorsing it; they all contain normal people having a good time. Mentos are trying to convey an image of happiness, “when you eat them you become Happy!”, and they are needed to have a great time.

I think that Mentos a doing well in there product diversity. Over the years they have been able to create many flavours and types of Mentos such a “Mentos Gum”. This has enabled Mentos to continue there production and sales of their products and if this is repeated they could continue to make a profit for many years to come; which is what they seem to be doing.

Mentos are not doing so well when it comes to advertising. They have restricted themselves to television ads and a market consisting of only young adults to adults. There product allows them to sell them to people who are younger than there current audience and also older. There decision on only television ads is only one form of marketing in which they can use, such as billboards, shop signs etc.

If I were to give advice to the makers of Mentos on how they could prolong the life of the product, I would suggest a change in packaging. The current packaging of Mentos is a long roll, which contains the candies in a line. Although this way allows easy dispensing of the product, when it comes to putting it in your pocket for example it does not fit