Perfetti Van Melle appoints Maxus as lead media agency as it partners up to promote Mentos Mentors

Perfetti Van Melle UK has announced the appointment of Maxus as its lead media agency. Maxus won the account following a competitive four-way pitch that included the incumbent agency. The account is worth £4 million in billings.

The Maxus appointment covers the entire Perfetti Van Melle brand portfolio, including: Mentos, Mentos Gum, Chupa Chups, Fruittella and Smint. Maxus will oversee the delivery of fully integrated media campaigns, covering all areas of planning and activation.

Maxus’ first campaign for Perfetti Van Melle will be the ‘Mentos Mentors’ campaign which will run across TV, VOD and social media from the 7th November until the end of the year.

The campaign features a series of scenarios in which children remind adults how to connect with people and forms part of the wider “Who Says No to Mentos?” brand positioning.

Roel Nouws, managing director at Perfetti Van Melle UK, said: “Our ambition to grow our brands with exciting media plans and efficiencies have been mirrored by the Maxus team and we are looking forward working with Maxus intensively to support our brand growth further´

Anna Hickey, managing director at Maxus, commented: “Perfetti Van Melle’s confectionery is some of the most loved in the world. To be working on such an established brand portfolio is hugely exciting for everyone involved at Maxus. The quick turnaround from appointment to implementation on our first piece of work for Perfetti Van Melle, showcases Maxus’ ability to get under the skin of its clients’ business and deliver great work quickly.”

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