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 Dimag ki batti jala de Fresh Active

Smart & Fresh Thinking

Cool Mouthfreshner

Smart and Fresh Thinker Cool Maslow Hierarchy Social Need (Impress people) Creates an Acquired Need

Mentos maybe a breath freshener, but the message the brand image conveys is think fresh . Mentos is its brand in the 1200 crore sugar confectionery market in India. The brand comes under the category of Chewy dragee. Dregee is a candy with smooth and relatively hard candy coating.

The brand has also been able to capture the 50 paise price point making it affordable. The Ad campaigns are humorous and simple and O&M has been able to move flexibily with this smart thinking platform.

Positioned as The Freshmaker. Initially launched in the freshness platform but later it was slightly extended from Freshmaker to Smart thinking. The punchline Dimag ki Batti Jala De has been an instant hit with the target audience. Positioning of " makes you smarter " exemplified by the slogan " Dimag ki batti jala de". Mentos maybe a breath freshener, but the message the brand image conveys is think fresh.

Message should be complete to bring desirable result. Mentos continues with the value proposition of "Dimag ki batti jala de. However this time it takes the Darwinian theory of evolution of Man and gives it a minty twist.

The target group is the youth with a cool attitude who considers themselves to be smart. Confectioneries comes under the low value, low involvement impulsive product in the convenient goods category. Although Mentos is a sugar confectionery, it is perceived to be in the mouth freshener candy category. With the smart advertisement, this brand has created a place for itself in this category.

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