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    (CMO Think and Action 2023) (Round 1 - Mentos) - Official Brief

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    phatplt22
    This brief provides requirements for an integrated marketing communications campaign for Mentos gum in Vietnam. The objectives are to reposition Mentos to approach young audiences and convey its fresh value, and to increase sales of Mentos gum. The target audience is Gen Z aged 18-24 who value social connection. The campaign must reach 3 million people, recruit 350,000 fans, and increase gum sales to 15 billion VND within 3 months on a 300,000 USD budget using online and offline channels.

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    (CMO Think and Action 2023) (Round 1 - Mentos) - Official Brief

    Uploaded by

    phatplt22
    12 views16 pages
    This brief provides requirements for an integrated marketing communications campaign for Mentos gum in Vietnam. The objectives are to reposition Mentos to approach young audiences and convey its fresh value, and to increase sales of Mentos gum. The target audience is Gen Z aged 18-24 who value social connection. The campaign must reach 3 million people, recruit 350,000 fans, and increase gum sales to 15 billion VND within 3 months on a 300,000 USD budget using online and offline channels.

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    [CMO Think And Action 2023][Round 1 - Mentos]_Official Brief

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    This brief provides requirements for an integrated marketing communications campaign for Mentos gum in Vietnam. The objectives are to reposition Mentos to approach young audiences and convey its fresh value, and to increase sales of Mentos gum. The target audience is Gen Z aged 18-24 who value social connection. The campaign must reach 3 million people, recruit 350,000 fans, and increase gum sales to 15 billion VND within 3 months on a 300,000 USD budget using online and offline channels.

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    12 views16 pages

    (CMO Think and Action 2023) (Round 1 - Mentos) - Official Brief

    Uploaded by

    phatplt22
    This brief provides requirements for an integrated marketing communications campaign for Mentos gum in Vietnam. The objectives are to reposition Mentos to approach young audiences and convey its fresh value, and to increase sales of Mentos gum. The target audience is Gen Z aged 18-24 who value social connection. The campaign must reach 3 million people, recruit 350,000 fans, and increase gum sales to 15 billion VND within 3 months on a 300,000 USD budget using online and offline channels.

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    of 16

    Classification: Internal

    OFFICIAL BRIEF

    Classification: Internal
    A GLOBAL BRAND
    Mentos comes in a lot of different
    shapes, flavors and sizes. Mentos has
    something to offer for every taste.

    This well-known and well-loved


    brand offers a fresh way to connect
    with each other.

    Classification: Internal
    CHEWY CANDY

    It all began with the iconic chewy


    candy that offers the liberating
    freshness for all situations in life.

    The unmistakable Mentos roll is sold


    in over 100 countries and comes in a
    great variety of exciting fresh mint
    and fruit flavors!

    Classification: Internal
    CHEWING GUM

    The exceptional freshness of Mentos is


    also delighting chewing gum lovers.

    The unique round chewing gum


    provides an incomparable experience
    and is available in a wide range of mint
    and fruit flavors, combining taste,
    freshness and functionality.

    Classification: Internal
    POWER MINTS

    Mentos is also bring its freshness into


    the mints category with its new
    proposal: 2 hours Clean Breath
    power mints.

    Its stylish and premium pack is easy


    to carry everywhere. With always
    clean and fresh breath, you can feel
    confident to meet and speak with
    people all the time!

    Classification: Internal
    MENTOS PRODUCTS IN VIETNAM
    Mentos portfolio 2022
    SOFT CANDY COMPRESSED CANDY GUM

    FRESH ACTION

    Mentos stick 11pcs (GT) and Multi-pack Stick (MT) Mentos Pure Fresh compressed 50pcs
    Mint & Rainbow Peppermint & Spearmint

    MFA Vial 40pcs


    Mentos Spice it up Stick CLEAN BREATH MFA Mono 40pcs
    Euca Menthol
    Euca Menthol
    Orange Ginger – Mango Chili
    – Apple Cinnamon
    PURE FRESH WHITE
    Mentos Fanta

    Mentos Clean Breath 50pcs


    Peppermint, Lime mint MPF Bottle 35pcs Mentos White gum 42pcs
    & Peachmint Freshmint, watermelon Peppermint
    Mentos Bottle (MT)
    Mentos Rainbow 3pcs/5pcs
    Smoothie & Yoghurt Rainbow Sugar based
    Sugar free
    Classification: Internal
    A PLATFORM CENTRED ON FRESH

    Classification: Internal
    YES TO FRESH
    (TƯƠI MỚI NGAY)
    THE MANIFESTO

    A hit of delicious freshness When we choose Mentos, we So let’s celebrate the


    excites the mouth and say yes to fresh. amazing things
    awakens the mind. Yes to the unexpected. Yes to we experience when we say
    To new experiences, new the unknown. yes to fresh.
    opportunities. Yes to the path less travelled.

    Classification: Internal
    BUT MENTOS CONTINUE TO FACE CHALLENGES

    Classification: Internal
    MENTOS IN
    VIETNAM
    MARKET SITUATION MAIN COMPETITORS
    Candy: Candy:
    loại
    + Top 4 in soft-candy category + Dynamite, Sugus, Playmore, etc.
    Gum: Gum:
    + Top 5 in chewing gum category + Cool Air, Lotte Xylitol, Double Min , etc.

    CHALLENGES WE
    FACE ON MENTOS

    BUSINESS CHALLENGE MARKETING CHALLENGE COMMS CHALLENGE


    Mentos Candy growth is positive but High Awareness but low Top of Mind. Relevance of candy not clear to consumers.
    Mentos Gum growth is slowing down Low conversion from awareness to usage They know Mentos, but don’t know what Mentos
    is about and it is seen as an aged/dads brand

    BRING MENTOS BACK PUT THE PRODUCTS BACK AT THE MAKE MENTOS RELEVANT TO
    TO GROWTH CENTRE OF THE MARKETING A YOUNGER AUDIENCE

    Classification: Internal
    THE BRIEF

    Classification: Internal
    CAMPAIGN OBJECTIVES
    To create an Integrated marketing communications (IMC) to
    archive 2 objectives below:
    Repositioning
    Mentos aims to approach the young audience
    and convey our fresh value through a clear
    brand role in everyday life.
    Increase sales of Mentos Gum
    Create awareness and increase sales by
    building usage of Mentos gum.

    Classification: Internal
    TARGET AUDIENCE
    GEN Z
    Male, Female
    Personality: young, dynamic, positive,
    vibrant, values social connection. In
    need to expose their opinions & Want
    to be seen as trendy person
    Urban & Heavy digital users.

    Classification: Internal
    REQUIREMENTS
    Budget & Timing
    300,000 USD – 3 months

    KPIs
    Reach 3.000.000 people in target customer files (Brand awareness)
    Recruit 350,000 fans Mentos official accounts
    Increase sales of Mentos Gum to reach 15 billion value sales in 3 months
    (conversion rate 10%)

    Channels
    Online: Fanpage, TikTok, YouTube, e-commerce flatforms,..etc
    Offline: Grocery stores, minimart, super/hypermarket

    Classification: Internal
    THANK YOU

    Classification: Internal

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