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Mentos Advertisement

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Group members

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Contents

Company profile

Target audience

Design of communication Media

Tagline

Channels and timings Suggestions

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Introduction

Mentos is a brandof mints, of the "scotchmint" type, sold in manymarkets across theworld by the PerfettiVan Melle corporation.

The mints aresmall oblate spheroids,with a slightly hard

exterior and a soft,chewy interior.

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History

Mentos was first produced

in the Netherlands during

the 1950s.

Mentos first appeared as

a liquorices-flavored sweet

which can still be purchased

in the Netherlands as "Drop

Mentos."

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Company profile

Mentos are available inseveral flavorsincluding mint, mixedfruit, and in an assortment

of orange, strawberry,and lemon.

They are sold in rollswhich typically contain

14 mint discs, whereasthe new "Sour Mix"flavor contains only 11discs per roll.

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Flavors

It has six flavors of rolls:

Fruit (Orange, lemon

and strawberry)

Mint

Strawberry,

Fresh Cola

Spearmint

Rainbow flavors

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Target Audience

The target Audience of

Mentos advertisement is

children and youngsters.

They have tried to capture

the attention of children by

making a cartoonish

advertisement.

They attracted youngsters by delivering them the

message, Mentos, Dimagh

Ki Batti Jala de

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Communication objectives

Brand Awareness

Brand Attitude

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Brand Awareness

Brand awareness is

created by the

tagline of the

TVC i.e.Dimagh Ki

Batti Jala De.

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Brand Attitude

The monkey learns to

make weapons, hunt,

stitch hides into

garments, make fireand finally create a

wheel. Life has come

full circle and the

monkey has becomeman. (Problem

solution)

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Design OfCommunication

Television commercials are

designed to achieve two

desired goals:

Message strategy

Creative strategy

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Message strategyThey present pointof difference with

respect to their

competitors. For

example Soft mints

Ice has a tagline of

Thandak Ka Blast.

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C

reative strategyInformational Appeal

actual benefits of the

product.

Mentos overcomes

weakness

It fastens the thinkingprocess

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Creative Strategy

Transformational Appeal:

It depicts the non-product related benefits.

Motivational appeal

Positive emotional appeal

Borrowed-interest technique

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Media

The media used

for the

advertisement

is television

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Tagline

The slogan of

Mentos is

Dimagh ki batti

jala de i.e. It Electrifies the

mind

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Channels

Star network

Cartoon Network

ESPN National

Geographic

Nickelodeon

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Timings

During childrens hour

Sports channels advertisements

Comedy programs

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Suggestions

Timings

Channels

Jingle

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Review

Acted as brain-stimulator.

Humorous advertisement that captures the

attention of audience

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