Mentos’ Parent Company Perfetti Van Melle Names Havas as Its U.S. Media Agency of Record

Appointment follows review that included incumbent Carat

Perfetti Van Melle spent nearly $29.5 million on measured media in the U.S. in 2016.

Perfetti Van Melle, the maker of Mentos, Airheads and other candy and gum brands has appointed Havas Media as its U.S. media agency of record.

The appointment comes after a review handled by Media-MGT that included incumbent Carat. Havas Media will develop strategy, insights and digital content to promote Mentos and Airheads nationally and start working with the client immediately out of its Boston office.

“We look forward to working with Havas Media to continue the positive momentum our brands have enjoyed,” Perfetti Van Melle vp of marketing Sylvia Buxton said in a joint statement. “Together, through insightful, creatively executed campaigns, we will continue to grow the Mentos and Airheads brands.”

“Mentos and Airheads are amazing brands, and Perfetti Van Melle’s innovation road map positions them to continue to outpace category growth,” said Havas Media Boston president George Sargent in the statement. “We’re thrilled to partner with Perfetti Van Melle and connect their innovative brands to consumers in meaningful ways.”

Perfetti Van Melle spent nearly $29.5 million on measured media in the U.S. last year and over $10 million in the first six months of 2017, according to Kantar Media.

Selected as Adweek’s U.S. Media Agency of the Year in February, Havas Media won global media duties for Michelin in July, after bringing in accounts including Swarovski, Hallmark and TD Bank last year. In April, the agency appointed Peter Mears as its first global chief operating officer.