Perfetti Van Melle
To capture the attention of Gen Z and boost brand awareness in India, Perfetti Van Melle collaborated with Snapchat and Lumen in a multi-product campaign for Mentos, which was grounded in attention-based planning, that drove significant lifts across multiple metrics among the brand’s target audience.
- Gaurav Soni, Head of Media, Perfetti Van Melle
As one of the world’s largest manufacturers and distributors of confectionery, Perfetti Van Melle has delighted consumers for generations. On a mission to maintain that loyalty while delivering a meaningful brand lift for Mentos – one of its flagship brands – Perfetti wanted to reach, captivate and drive top of mind awareness among Gen Z in India. That’s where Snapchat came in.
The Mentos campaign was a masterclass in the magic of Snapchat. Combining Augmented Reality (AR) and Video Ads, the creative communicated Mentos’ ability to transform everyday moments into exciting experiences. Turning classrooms into kaleidoscopes, the brand’s Video Ads brought Snapchatters on a journey from the ordinary to the extraordinary – a visual depiction of the consumer’s experience with the product.
The campaign was promoted via a multi-product strategy as this approach is known for delivering efficient reach and capturing high levels of attention, ultimately contributing to a strong brand lift performance.
To help Mentos deliver beyond traditional metrics, Snap partnered with Lumen. By leveraging a campaign-level attention measurement solution and applying attention-based best practices to its media plan, Mentos was able to boost both ad and brand awareness on Snapchat and maximize the effectiveness of its ‘Say Yes to Fresh’ campaign.
The Mentos campaign proved that moving beyond traditional metrics and delivering a meaningful brand lift is possible – particularly when the strategy emphasises the importance of attention. Driving an 18pt lift in ad awareness, a 6pt lift in brand awareness and 4x higher attention compared to Lumen social benchmarks, Perfetti’s Snapchat campaign, which reached 28 million users 3, was a breath of fresh air.
