• by Steve McClellan  @mp_mcclellan, December 7, 2017

Confectioner Perfetti Van Melle, which markets Mentos, Airheads and other products, has appointed Havas Media as its U.S. media agency of record following a competitive pitch.  

The incumbent was Dentsu Aegis agency Carat which participated in the review.

The company spent nearly $30 million on U.S. measured media last year according to Kantar Media.  

Havas Media is tasked with developing strategy, insights, and digital content to promote Mentos and Airheads nationally. The win marks Havas Media’s first foray into the confectionery industry.  

“At Perfetti van Melle, we help to make consumers’ lives sweeter with our innovative confectionery products,” stated Sylvia Buxton, Perfetti’s vice president marketing. “We look forward to working with Havas Media to continue the positive momentum our brands have enjoyed.”

Mentos Gum and Mints recently unveiled its “Fresh Connections” global brand positioning, which Havas Media will support, along with the Airheads “Play Delicious” campaign across TV, online video, digital, and social channels.

The appointment is effective immediately and the account will be led from Havas Media’s Boston office. 

The client retained Media-MGT to help manage the review process.