Mentos

We have been working on a year-long strategic test programme with Perfetti Van Melle to help them answer some fundamental questions they have about their audiences and messaging.

Objective 1 – To truly understand who their Mentos Pure Fresh Gum target audience is and create the most effective campaign to build Mentos Pure Fresh ’

Objective 2 – With distribution limitations, we also wanted to identify whether geo-marketing could drive sales in specific locations – e.g. Boots, Morrisons, Rail Stations, Airports, etc

Using a series of social advertising campaigns, we ran specific tests to inform audiences, messaging and the impact of geo-targeting

• An audience test  – testing the 5 creatives using an A/B testing approach to identify winning creatives and winning audiences
• A structured geo test to measure impact on store sales in targeted stores

We also commissioned a depth survey using 600 online interviews with 18-44 year olds, to understand:

• Which creative is most successful in terms of gaining traction and motivating purchase?
• What are the characteristics of those who will react to each communication? (with a view to targeting the right people effectively via social channels)

Key findings from the tests – 

Sales data showed that geo-social advertising in proximity to stores increased overall sales by 20% in targeted stores and + 18% vs control stores

The testing process and depth survey identified a clear winning audience for Mentos Pure Fresh – which, using interest targeting could then be targeted via digital/social comms, and also informing a wider study into the audience profile and behaviour

We identified two winning creative messages out of 5 tested, which, combined with the audience learnings, provides the optimum mix of both audience and messaging.