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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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