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Mentos

Complete brand management for the CZ & SK market (360° marketing & brand leadership)


Key challenge

Mentos was a strong and well-known name, but it needed to be redefined and brought back into people's everyday lives. Consumers remembered the iconic TV commercials from the 1990s – especially The Freshmaker – but not the product itself. Even less did they associate Mentos with chewing gum, despite it being high-quality and long-lasting.

The market was dominated by Orbit, and the objective was to increase awareness, redefine the brand, and show that Mentos belongs in everyday moments.

Within this project, I was fully responsible for the Mentos brand in the Czech and Slovak markets – including strategy, full ATL & BTL marketing, and execution across both countries. This covered everything from defining the brand strategy to on-the-ground implementation.

At the time, there were no existing assets to build on – no visuals, no graphics, no predefined global strategy. As a result, I built the brand from scratch.


My role 

I was responsible for the across the Czech and Slovak markets – from strategy to full execution.

I was responsible for the end-to-end management of the Mentos brand across the Czech and Slovak markets – from strategy to full execution.

  • Full ownership of the Mentos brand in CZ & SK: from strategic direction to on-the-ground execution

  • Building everything from scratch – without existing visual assets, brand manuals, or materials from global headquarters

  • Development of a comprehensive marketing strategy for CZ & SK (ATL & BTL communication)

ATL: TV, online, radio, OOH, cinema, print & PR
BTL: Events, sampling, in-store visibility, nationwide promotions

  • Selection and launch of new products and flavors, including legislative and regulatory texts

  • Coordination of suppliers, influencers, media, and sales teams

  • Supervision of in-store execution and field implementation

From high-level strategy to the smallest details – ensuring the brand lived consistently across every consumer touchpoint.


Key Highlights
MENTOS GUM

  • Creation of a completely new communication platform from scratch (including TV spots, claim, and visual identity)

  • Fundamental shift in brand perception: "Mentos also makes chewing gum"

  • Overall winner of Consumer Choice Awards (2018) and successful defense of the title the following year

  • Market share growth from 1% to 5%

  • Double-digit sales growth

  • Campaign reach in the tens of millions of impressions

  • Significant increase in brand awareness across the CZ & SK markets


MENTOS CHOCO

  • Complete creation of a new visual identity for the entire range

  • Definition of product identity from packaging to POS materials

  • Strategy development, events, and sampling activities

  • Creation of a unified look & feel for in-store execution – Mentos Choco became an icon on shelves


MENTOS SAY HELLO

  • A unique communication concept built on "sharing joy" and "connecting people"

  • Development of full strategy and creative platform for a new flavor launch

  • Integrated ATL & BTL activities combined with influencers and digital channels

  • Strong online reach (YouTube, Instagram, OOH, nationwide promotions)

  • Consumer Choice Award: Best New Product of the Year 2018 & 2019

Campaigns for Mentos Say Hello and Mentos Choco contributed to double-digit growth in the Mentos roll candy category.

When you have a clear vision and give a brand a new story, an entirely new energy can be born.
Mentos became part of everyday fun again, transforming from a traditional brand into a symbol of freshness that resonates with a new generation.