Perfetti Van Melle
Article Abstract:
Perfetti Van Melle Canada introduced Mentos Gum, an extension of its Mentos mints product, in 2007. The company's advertisement testing failed, and consumers did not understand that the ad was about a new product. Perfetti asked Cossette Montreal, the company's agency, to create a campaign that will emphasize Mentos' brand traits. The 'Make Art Pop' campaign, which focused on young adults, was subsequently conceptualized.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2007
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Italian challenge: water everywhere, but not on the go
Article Abstract:
Nestle S.A. is marketing bottled water on the go for the Italian market and with a new bottle top design to prevent leakage. Traditionally the Italian culture dictates that it is only good to eat or drink at the table and that eating or drinking while walking will cause indigestion. Italy has the greatest sales of bottled water in the world.
Publication Name: Wall Street Journal. Europe
Subject: Business, international
ISSN: 0921-9986
Year: 2005
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