Mentos : Dimag Ki Batti Jala De

Brand : Mentos
Company: Perfetti Van Melle
Agency : O&M


Perfetti Van Melle ,the $ 1.3 Billion confectionery giant launched its Indian Operation in1994 with one brand Centerfresh. From that one brand it has grown to command a 25% value share in Indian confectionery market with around 13 brand that include Alpenliebe Chlormint, Mentos, Big Babool, Coffitos , Marbles, Centershock Fruitella etc.

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.

World wide Mentos is positioned on the freshness platform, the baseline being “The Freshmaker” .Here in India, initially the brand was launched in the freshness platform but later the brand has slightly extended the global positioning from Freshmaker to Smart thinking. The baseline “ Dimag ki Batti Jala De” has been an instant hit with the target audience.

The campaigns are humorous and simple and O&M has been able to move flexibily with this “smart thinking “ platform. Perfetti is known for its clutter breaking ideas and campaigns, the success of the horrible tasting Centershock is a proof of the marketing acumen of Perfetti. The campaigns of Chocotella and Chlormint has created a humour fashion in confectionery ads which resulted in a clutter of confectionery ads which claims to be humorous.

Perfetti has been very successful in launching this brand although market share figures for individual brands are not available. Besides spending enough money on brands, the company has also strengthened its distribution network. The brand has also been able to capture the 50 paise price point making it affordable. 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. Here much one has to maintain the brand’s share of mind and share of voice since the purchase is impulsive. 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.

Brand Update : Mentos

Brand Mentos is getting smarter and smarter. The brand which broke into the confectionery market with its " Dimag ki Batti jala de" campaign has hit the Big Idea jackpot. This year saw a new campaign from Mentos in the same line as its earlier campaigns. The ad features a young man in an auditorium with his squeaky shoes.

Watch the ad here : Mentos
The ad is maintaining its " Makes You smarter" tagline and this has been a hit in the market place.According to agencyfaqs, the ads has helped the brand to increase its marketshare in the soft mint category from 33% in 2005 to 48% in 2007. The company attributes this to the smart advertising. I would attribute this to the excellent quality of the product. The ads are made by Mr Rajesh Krishnan of Footcandles.
Mentos has been using Ordinary Life & Mentos Life and the tagline " Makes You think Smarter" since 2005 . The first in the series was the Classroom ad followed by the " Haircut".
Mentos is a classic example of the power of Big Idea. The "Makes You Smarter" idea can be used by the brand for decades and it gives such a flexible platform for the ad film makers and the creative team to make the consumers laugh.

As a consumer,I would wait for the sugarfree version of Mentos which can take this brand to the next level of leadership.

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Mentos

Source:agencyfaqs

Brand Update : Mentos

Mentos has launched a new campaign much in line with the positioning of " makes you smarter " exemplified by the slogan " Dimag ki batti jala de". This time the agency took the idea far into the evolution era.

Watch the tvc here : Mentos evolution

The new campaign is different from the real slice of life type of earlier campaigns. The new campaign is refreshingly new and absolutely funny. In a low involvement category, one has to take this route to stay on top of the mind.
What I liked about this brand is the consistency of the positioning and the message. The brand was able to sustain the positioning all these years. By looking at the animation and the quality of the animation, the cost may have gone through the roof but this ad has the steam to stay longer in the media. Also this ad will be much circulated and discussed.

The brand has moved away from the real life to artificial world ( absurdism) without losing the original positioning, it is important that the brand keep a link with the real world. The earlier campaigns had made this brand 'cool' and attractive to the younger crowd and its important that the brand remains that way.
The current ad definitely has bought the consumers' renewed interest into the brand and the follow up campaigns should make sure that the idea does not go overboard. Too much of absurdism can take the ' coolness ' quotient out of the brand.

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Mentos