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Now available for preorder:
The San Francisco Panorama.
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- - - - CINCINNATI, Nov. 20 /PRNewswire/ -- Peace, Love & Happy Mints! A small, round, chewy breath mint called Mentos Cool Chews is set to be the mint of peace love and happiness based on the national print and television campaign. The campaign positions the mint as the friendly, enjoyable means to freshen your breath. "Our research clearly indicated that many people find similar strong mints effective but not the least bit enjoyable, let alone fun," said Bob Howard, VP of Marketing for Perfetti Van Melle USA Inc., the Erlanger, Kentucky based maker of Mentos Cool Chews. "Our new campaign communicates that Cool Chews is the uniquely great tasting mint that really freshens your breath... you could say a breath of fresh air in a category crowded with intense harsh mints. The advertising campaign has a 60's retro feel, a time when everyone was dedicated to self enjoyment and that's what Mentos is about." Mentos advertising has always been the quirky kind that gets people talking. "The new print campaign packs some punch with taglines like: Reject the Established Mints, Share the Love Beads and Peace, Love and Happy Mints. But the print advertising is not the only thing that is quirky. The TV spots, also quirky, highlight a Volkswagen toy van that gets pulled via a string through grass, a sandy beach and across a map of America. Adweek magazine said the spots have a certain "weird genius about them." "The print and the broadcast communicate that Mentos Cool Chews are like, nothing you have ever had. They are not a hard mint and not a gum, they're in between, a deliciously unique chewy mint," said Howard. In keeping with spreading the love, Howard has donated over 5700 packages of the Cool Chew to rescue workers in New York in the hopes that the mints will bring a small bit of relief during this very difficult time. "The National Confectioners Association and The Chocolate Manufacturers Association are working with a non-profit group in New York, City Harvest that gave us a path to ship product right to the source of aid in Manhattan." said Howard. The campaign, created by Barefoot Advertising in Cincinnati, will appear on major networks and in such magazines as People, Rolling Stone, Jane, Maxim & Cosmopolitan. The campaign will be supported through a nationwide sampling effort that Howard expects will see more than 10 million samples distributed. "At the end of the day I guess we're just a bunch of breath huggers," says Howard. SOURCE Mentos
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