Mentos was born in the Netherlands in 1932, created by brothers Michael and Pierre van Melle. The brothers initially envisioned it as a fruit-flavored caramel candy, and created a peppermint flavor – a refreshing treat for people on the go. The candy was a hit, known for its unique chewy texture and refreshing taste.
By the late 20th century, Mentos became a part of Perfetti Van Melle, a confectionery powerhouse. Today, the brand has a presence in over 130 countries, adapting its marketing and product strategies to resonate with local audiences.
In India, Mentos has transitioned from being just another candy to becoming a cultural icon. Its marketing has played a huge role in this transformation.
P.S. Do you remember this decade-old ad:
Confectionery Industry Overview
The confectionery industry is massive, both globally and in India. In 2024, the confectionery market made a revenue of $586.30 billion!
Trends Shaping the Industry
- Health-Conscious Options:
Consumers are shifting towards low-sugar, sugar-free, or functional candies enriched with vitamins or natural ingredients.
- Innovative Packaging:
Eye-catching and convenient packaging is a big draw, especially in markets like India, where candies often double as impulse buys.
- Digital-First Advertising:
More brands are adopting social media campaigns to reach younger audiences.
The confectionery industry has a playbook that most brands stick to:
- TV Ads and Jingles:
Candy brands have long relied on catchy jingles and bright visuals to attract consumers, especially children and families.
- Seasonal Promotions:
From Diwali in India to Halloween-themed treats globally, festivals are prime time for confectionery brands to boost sales.
- Impulse Marketing:
Confectionery thrives on impulse buying, which is why you’ll find candies at checkout counters in supermarkets and local stores.
- Celebrity Endorsements:
Many brands, especially in India, use celebrity faces to build trust and excitement around their products.
Mentos, as we’ll see, has both leveraged and deviated from these norms to make a lasting impression in the market.
Mentos’ Market Entry in India
Initially, the tagline for mentos when it entered India was ‘The Freshmaker’.
In 2003, the company launched the iconic Dimag Ki Batti Jala De campaign, which is still etched in the memories of Indians.
To capture Indian hearts and wallets, Mentos adopted a mix of tried-and-tested methods and innovative approaches.
- Global Branding, Local Twist:
While Mentos came with the reputation of being an international brand, it quickly adapted to Indian tastes by introducing localized advertising.
- Smart Packaging:
Small, affordable packs were introduced to cater to India’s large base of price-conscious consumers, making Mentos an easy impulse buy.
- Targeting Urban Youth:
Early campaigns focused on urban youth, using humor and a fresh perspective to make the brand feel trendy and relatable.
Marketing Strategies
Mentos has used some classic tactics that work well in the confectionery industry:
- Humor in Advertising:
Like many candy brands, Mentos heavily relies on humor to connect with audiences. Funny, lighthearted ads have universal appeal and work particularly well in India.
- TV Dominance:
In the early days, Mentos capitalized on television as the primary medium for its ads, ensuring prime-time presence during popular shows and festivals.
- Wide Distribution:
From local kiranas (corner stores) to supermarkets, Mentos ensured that its products were easily available wherever consumers might shop.
What truly sets Mentos apart is its unique approach to branding and advertising:
- Iconic Tagline:
“Dimaag ki batti jala de!” (Switches on your brain!) is more than just a tagline – it’s a cultural catchphrase in India. This clever positioning tied the brand to the idea of quick thinking and cleverness, giving it a playful yet intelligent image.
- Witty Campaigns: Unlike competitors that focused on sweetness or family-friendly vibes, Mentos ads often revolved around quirky, unexpected situations that showcased quick wit and humor.
- Localization with Global Flavor:
Mentos managed to balance its global campaigns (The Freshmaker) with localized messaging (Dimag ki batti jala de) that resonated with Indian sensibilities.
Competitors and STP Analysis
The confectionery and mint market in India is fiercely competitive, with both domestic and international players vying for attention.
- Polo (Nestlé):
- Market Position: Known as the “mint with the hole,” Polo has a strong legacy and a unique identity.
- Strengths: Long-standing trust in the Indian market, iconic design, and simple, mint-focused flavors.
- Weaknesses: Limited flavor variety and less engaging advertising compared to Mentos.
- Orbit (Mars):
- Market Position: Primarily marketed as a functional, sugar-free gum that promotes oral health.
- Strengths: Positioned as a healthier alternative to mints and candies.
- Weaknesses: Higher price point and focus on functionality rather than fun.
How Mentos Stands Out:
- Flavors:
While competitors like Polo stick to classic mints, Mentos offers a variety of unique and localized flavors like mango and strawberry, appealing to the Indian palate.
- Advertising Tone:
Mentos’ humorous and clever ads make it more relatable to younger audiences compared to Polo’s traditional and Orbit’s functional messaging.
- Pricing and Packaging:
Affordable price points and small, handy packs make Mentos an ideal impulse buy, especially in price-sensitive markets.
Mentos’ success in India can be attributed to its laser-focused strategy of understanding its audience and crafting a strong, relatable brand identity.
Segmentation
- Urban Youth:
Tech-savvy, trend-conscious, and love quirky, witty brands.
- Working Professionals:
Seek quick, freshening solutions on the go.
- Impulse Buyers:
Consumers who make quick purchase decisions at kiranas, supermarkets, or even while commuting.
Targeting
- Middle-Class Aspirational Consumers:
By maintaining affordable pricing while presenting itself as an international brand, Mentos appeals to the aspirations of middle-class buyers.
- Price-Sensitive Buyers:
Smaller packs and competitive pricing help Mentos cater to budget-conscious consumers.
- Youth-Centric Messaging:
The brand’s campaigns speak directly to a younger demographic that values humor, wit, and relevance.
Positioning
The current tagline of Mentos very simply tells the audience what to expect – “Stay Fresh”.
They also have another campaign with a series of ads, called “Aam Zindagi” (more on this below).
Brand Archetype of Mentos
Mentos thrives as the embodiment of the Jester archetype – a brand that doesn’t just sell mints but creates lighthearted, memorable experiences. The Jester archetype focuses on bringing joy, humor, and playfulness to people’s lives. The Jester archetype focuses on bringing joy, humor, and playfulness to people’s lives.
This essence is vividly reflected in Mentos’ clever advertising, which uses wit and humor to connect with audiences across the globe.
How the Jester Archetype Shapes Mentos’ Brand
- Tone of Voice:
Mentos speaks in a language that’s playful and relatable, never taking itself too seriously. Whether on TV or social media, the tone is always about having fun and keeping things light.
- Ad Messaging:
The “Dimaag ki batti jala de” campaign positions Mentos as a catalyst for cleverness, making it more than just a mint – it’s a companion for “smart” moments.
- Engagement Strategy:
By tapping into humor and cleverness, Mentos builds an emotional connection with consumers, particularly younger audiences.
- Brand Persona:
- Mentos comes across as the friend who always knows how to lighten the mood
This archetype sets it apart from competitors who either focus on tradition (Polo) or functionality (Orbit).
Marketing Mix of Mentos
Product
Mentos offers more than just candy – it delivers a refreshing experience tailored to diverse consumer preferences. The brand’s range includes its timeless peppermint and spearmint mints, which cater to those seeking a traditional flavor. The also understood the shifting trend towards sugar-free options and introduced these:
In 2023, Mentos forayed into the soft drinks category with with non-sparkling beverages.
It includes flavors like lemon and mint, apple soda kick, and fruity mix. However, it is not adapted for India yet and is available on imported basis at over Rs. 200.
But they did understand the shifting trend towards sugar-free options and introduced these:
Price
Mentos is meant to be affordable and a last-minute impulse purchase. So, though it is positioned as a quality product, it is priced competitively. Their different packaging styles allow consumers to choose how much they want to spend on the candy.
Place
A robust distribution network ensures that Mentos is available whenever and wherever consumers crave it. The brand has mastered the art of omnichannel presence, ensuring strong visibility across traditional, modern, and digital retail platforms.
In India, Mentos is a staple in kirana stores, reaching urban and semi-urban areas through the traditional trade network. It’s also prominently displayed in supermarkets and hypermarkets, strategically positioned near checkout counters to drive impulse purchases.
In India, Mentos is manufactured in 3 plants, located in Rudrapur (Uttarakhand), Manesar (Haryana), and Chennai (Tamil Nadu).
Promotion
Promotion is where Mentos truly shines, leveraging its playful and clever personality to capture attention. The Dimaag ki batti jala de has become a part of the Indian pop culture, as is even nostalgic.
Interestingly, Mentos also benefitted from an unintended viral moment – the Mentos and soda experiment. Though unplanned, it gave the brand unparalleled visibility.
In 2014, Mentos introduced a Coca-Cola flavor, that became an instant hit in India. Over the years, the brand has introduced a variety of campaigns but their theme has always been centered around freshness. Read more about them here.
One of its most recent campaigns is this:
Key Takeaways from Mentos’ Marketing
- Smart Positioning:
Focus on becoming the go-to product for a specific audience – in this case, Indian youth.
- Humor-Driven Advertising:
Use relatable and light-hearted messaging to drive engagement and build recall.
- Memorable Taglines:
Create slogans and taglines that stick, making your brand instantly recognizable.
- Cultural Connection:
Tailor campaigns to resonate with local culture and humor for stronger audience alignment.
- Consistent Branding:
Maintain consistency in messaging, tone, and visuals to create long-term brand recall.
