Mentos® to be represented by Stories in France
After more than 15 years with the Chupa Chups® brand in the European licensing arena, Perfetti Van Melle, third largest confectionary Group in the world, now also develops a dynamic licensing program with its star brand Mentos®
To develop this first ever licensing program in France, Mentos® is represented by the Stories who is planning to roll out a program in which they will secure and manage licensees across a range of lifestyle categories such as apparel, personal care, oral care, fashion accessories, electronics or sporting goods, among others.
The Mentos licensing program kicks off in 2015 across the European market which will focus on young adults. Mentos’ fans are media savvy, stylish, fashionable and sophisticated, they enjoy life, and have a unique point of view on what’s happening in the world. They are all ready to experience their favourite candy brand in fresh new ways.
“We feel that Stories is the perfect partner to start our licensing program in the country. They have a clear understanding of our brand values and heritage and the know-how to apply iconic brands to products that consumers want to own.” says Marta Ballesteros, Licensing Area Manager at Perfetti Van Melle Licensing Division.
“We are thrilled to start our collaboration with Perfetti Van Melle and convinced of the large potential of the Mentos brand in France. Mentos will offer a new opportunity to talk to young adults with fresh, fun and creative products “ says Aude Steinberg, Founder at Stories.
For the development of the Mentos® lifestyle, the Perfetti Van Melle Licensing Division has developed amazing original artwork to support the program to suit the needs of the right partners that will work with the brand.