Mentos
So many flavors, so many targeted sampling actions
Lime Factory has set up various sampling campaigns for Mentos in both the Netherlands and Belgium in recent years. Mentos comes in a variety of flavors and each flavor has its own specific target market. It's up to us to find appropriate and effective sampling channels for each action and flavor.
Approach
We have created several campaigns for Mentos. For example, in Belgium we did a campaign for young families at vacation parks, we reached coffee drinkers at (online) coffee shops with Mentos Choco and we introduced students to Mentos Say Hello through the webshop of Studystore.
But one of the biggest sampling campaigns we did for Mentos was our campaign for Mentos Gum. The product existed for several years but Mentos but came in a new packaging, namely a convenient refillable jar. The target audience we focused on was men and women between the ages of 18 and 34, and we found them at sneaker shops, shoe stores and takeout restaurants.
For each sampling channel, we created a separate counter stand and leaflet with more information and an invitation to participate in a short survey. We also deploy Google and Facebook ads. We also used geofencing, where the target audience within a 1 km radius of the takeaways was shown ads about the promotion.
Results
We have been very successful in reaching the target groups. Over 73% of the consumers we reached with the campaign were in the 18 to 34 age group. In addition, many consumers also responded to our call to participate in the survey. This clearly showed that people found it a sympathetic action and that the intention to buy the product more often was high.
