Mentos claims centre stage at Dubai International (left) and Copenhagen airports

Confectionery specialist Perfetti van Melle (PVM) has collaborated with Dubai Duty Free and Gebr. Heinemann in eye-catching activations for its Mentos brand.

At Dubai International Airport (DXB) a six-week long promotion with Dubai Duty Free earlier this year featured four different Jumboroll sleeve designs. Customers were able to choose a personalised message in combination with their favourite Mentos flavour.

According to PVM, the activation, which was supported by a Mentos brand ambassador, lead to doubled sales.

PVM Sales Manager MENA Global Travel Retail Sander Prins said: “The Mentos promotion attracted people to the confectionary store and with help of a brand ambassador on site, we significantly increased consumer engagement with the Mentos brand.

“We provided an extra personal touch for customers to personalise their Mentos Jumboroll with a special theme, to show love, gratefulness, or friendship to their loved ones. The promotion was a great sales boost in a period when the industry is craving additional turnover after the big pandemic period decline.”

With Gebr. Heinemann at Copenhagen Airport, the PVM promotion centred on Mentos Gum and Mentos Jumborolls, and a sunglasses gift with purchase offer. Selfie opportunities were available with a Mentos branding messaging – ‘Be in the Clouds with Mentos’ and ‘Be inside a Mentos Gum bottle’ – as a backdrop.

PVM Sales Manager for Asia and Heinemann Dennis Hermann commented: “The sunglasses promotion did very well. We hope the kids love them and enjoy them during their holidays.”

PVM said both promotions boosted sales and the company looks forward to further activations across its brand portfolio in global travel retail later this year.

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