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Mentos Hires Social Agency To Tout New Gum

Perfetti Van Melle has hired The Martin Agency in Richmond, Va., as the social media agency in the United States for its Mentos line of mints and gums. The effort comes as the confectioner preps introduction of Mentos UP2U, its first stick gum sold in this country. Advertising efforts will be focused in social media.

The new gum already has a Facebook fan page, facebook.com/up2u, with 95,900 "likes." The first 1,000 visitors who clicked on the "like" button got free gum in a promotion that began on June 13 and ended on Wednesday.

Read the whole story at The New York Times »

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