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DKSH keeps Perfetti Van Melle innovative in New Zealand

Who would ever think of having a soft chewy caramel filled with chocolate from Mentos? DKSH helped Perfetti Van Melle deliver that in New Zealand, surprising many with the irresistable outcome.

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Consumer Goods

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Fast Moving Consumer Goods

Services

Distribution and logistics, Marketing and sales

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New Zealand

Perfetti Van Melle is the world’s third largest global confectionery company. The Italian-Dutch based company employs more than 17,000 people and has an annual revenue of over USD 3 billion.Its products, which include household brands like Chupa Chups, Mentos, Frisk, Fruittella and Smint are distributed across 159 countries.

DKSH has supported Perfetti Van Melle locally since 1995, successfully launching many varieties of new candies, gum and mints into the New Zealand market.

Challenge

Perfetti Van Melle wanted to introduce a new product of the Mentos family into the New Zealand market, namely Mentos Choco. This was a risk for Mentos as it has always been well-known for its chewy mint and fruit candies. The new product was a significant departure from the core candy offering, being a more indulgent product containing chewy caramels filled with chocolate, which could potentially confuse consumers. Therefore, providing an effective product awareness and education campaign was the main challenge for the company.

Approach

DKSH’s specialists realized that product trials and excellent in-store execution was vital to make New Zealanders future Mentos Choco lovers. They drove in-store campaigns by providing samples of Mentos Choco to shoppers, giving shoppers the chance to experience first-hand the difference in flavor and taste of the new product.

Significant in-store displays across all channels created excellent in-store theatrics that increased the consumers awareness to the new product. Backed up by digital and social executions, Mentos Choco was well received by customers and consumers alike.

Result

Perfetti Van Melle was rewarded for its move to introduce a new product, seeing the Mentos range achieve an increase in sales revenue compared to the previous year. It also grabbed a significantly larger share of the stick/roll confectionery segment in New Zealand.

The success of the Mentos Choco launch campaign has challenged Perfetti Van Melle to continue to introduce new and exciting products and flavors to New Zealand consumers.

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