Shoppers were invited to have their polaroid taken in front of the Mentos photo-wall during the promotion.

Perfetti van Melle (PVM) has introduced its new Mentos Connecting Tin at Copenhagen Airport last month which was supported by a major promotion. The tin is featured alongside PVM’s best-selling Mentos Jumborolls in a display at a high-traffic Heinemann Duty Free location.

During the promotion, shoppers were invited to have their polaroid taken in front of the Mentos photo-wall and hold signs such as ‘Smile I am at Mentos’ or the word ‘Hello’ in different languages.

The pictures were either added to the magnetic photo-wall or taken home as a souvenir. This proved an excellent way of getting shoppers to interact with the Mentos brand and introducing them to the Mentos Connecting Tin, according to the company.

The connecting tin was developed based on the knowledge that 50% of confectionery products in airports are bought as a gift and that the confectionery category is very impulse driven with over 60% of purchase decisions made at the airport or in-store.

LAUNCH COLOURS

Launched in yellow and pink to catch the eye of the shopper, the aim was capitalise on the importance of impulse purchasing and strong visibility in the category.

The tin and fruit-flavoured candies inside it feature the word ‘Hello’ in more than 30 languages. For each greeting there is also an iconic landmark of the specific country. Both are printed on the tin and candies.

PVM says these different languages and landmarks are easy conversation starters and help people connect around the world.

Femke Van Veen, PVM Brand Manager Global Travel Retail said: “This was a really great promotion to support the launch of the Mentos Connecting Tin. Travellers were certainly drawn in and inspired to try the product. The polaroid-wall proved very popular with children and adults and Heinemann was certainly as pleased with the results as we were.”

The tin is featured alongside PVM’s best-selling Mentos Jumborolls in a display at a high-traffic Heinemann Duty Free location.