Recently, the lesser-known gum brand Mentos is rolling out a
new advertising campaign much like a parody to the movie “Monty Python and the
Holy Grail”. In this TV spot, a medieval knight refuses to fall down because
his gum is still fresh.
This campaign is for promotion of their pellet-type of gum,
Mentos Pure Fresh Gum, which launched about 5 years ago in the U.S.
This is an estimated $10 Million dollar campaign, mostly
running on television spots during comedy shows. This company has been
struggling, mostly after their failed introduction of UP2U, which was launched
in 2010. UP2U was a pack of gum that allowed consumers to pick from two
different gum choices in one pack of gum. The line was discontinued last year
because of lack of demand.
The company has tough competition from larger sugarless gum
brands such as Wrigley’s Orbit and Mondelez International's
Trident. They did have a larger market share before their discontinuance of
UP2U, which started out well, but eventually sales fell.
This campaign focuses on getting “back to the
basics” of gum, touting freshness and long-lasting taste.
I think this is a great campaign; not only because
it makes me want one of those delicious little gum pellets, but because of the
hilarious parody they portrayed. Many people know and love Monty Python and the
Holy Grail, and seeing a commercial like this can stick in their mind next time
they are at the grocery store looking for gum.
What do you think of the commercial or the campaign?
Do you think consumers will remember to buy Mentos gum next time they purchase
a pack? Or do you think that consumers will simply laugh at the commercial, and
forget about it afterwards? Comment below!
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