Creating Endearment through Advertising Perfetti Van Melle's Success Story with Mentos in India

Creating Endearment through Advertising Perfetti Van Melle's Success Story with Mentos in India

Perfetti Van Melle, a renowned European confectionery company, successfully established Mentos as a leading brand in the Indian sugar confectionery market. This blog post delves into the strategies employed by Perfetti Van Melle to market Mentos in India, highlighting the challenges faced and the lessons learned along the way.

Section 1: Background

To understand the journey of Mentos in India, it is crucial to grasp the context in which Perfetti Van Melle entered the market. This section provides an overview of the Indian confectionery industry and the competitive landscape that Perfetti Van Melle encountered.

Section 2: Marketing Mentos

Here, we explore the pros and cons of extending a global communication strategy to new markets versus adapting the strategy to suit local preferences. We analyze the approach taken by Perfetti Van Melle in showcasing Mentos as an international brand with a touch of local relevance, striking a balance that resonated with Indian consumers.

Section 3: Online Initiatives

The digital realm played a significant role in Perfetti Van Melle’s marketing strategy for Mentos in India. This section examines the online initiatives undertaken by the company, such as engaging social media campaigns, interactive websites, and influencer collaborations, which helped create a strong brand presence and connect with the target audience.

Section 4: The Evolution of the Ad Campaign

Perfetti Van Melle’s advertising journey with Mentos in India witnessed several transformations. In this section, we delve into the evolution of Mentos’ ad campaigns, exploring the shift in messaging, creative concepts, and the use of different appeals and ad formats. We analyze the pros and cons of these approaches and their impact on the brand’s perception among consumers.


Perfetti Van Melle’s strategic marketing efforts and innovative advertising campaigns played a pivotal role in making Mentos a beloved brand in the Indian confectionery market. By understanding the importance of adapting global strategies to local preferences, leveraging online platforms effectively, and evolving their ad campaigns over time, Perfetti Van Melle successfully created endearment and loyalty among the Indian consumers for the Mentos brand. Also got to know about the Maruti Suzuki’s Advertising Strategies: Driving Success in the Indian Passenger Car Industry