Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
NEW YORK Perfetti Van Melle USA will spend $40 million-plus this year to introduce Mentos Gum in the U.S.
The new product is the confectionery company’s second attempt in five years to crack the U.S. gum market. The Erlanger, Ky.-based division of Italy’s Perfetti Van Melle tried in 2003 with Mentos NewCharge. The mint gum has since been discontinued.
A big chunk of the Mentos gum budget will buy slots on prime-time shows such as Grey’s Anatomy and Desperate Housewives.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in