1. The advertisement shows a nervous racer who is unsure of winning an inter-college race due to his lack of confidence and fitness. 2. When his three friends start fighting to distract the coach, the nervous racer takes the opportunity to slowly move backwards on the track. 3. When the coach stops the fight, the nervous racer sprints ahead and crosses the finish line first, pretending to be tired from the effort. It is revealed that the distraction was planned to help the nervous racer win.

1. Thursday, July 9, 2015 1

2. 4
Prepare by
Vindyanchal kumar
Sumit kuma baduni
Pawan gusai
Manish verma

3. Company profile
mentos is a popular candy brand that is sold all over the world
• It is manufactured by Perfetti Van Melle
Mentos was first produced in the Netherlands during the 1950s
and in India 1995
They are small, flat-coated balls (dragees) with a soft
Mentos is available in many flavors, mint and mixed fruit .
• Mentos is sold in various country like India, Australia ,America ,England etc

4. Why mentos ? Mentos
gives two
benefits.
One is the instant
mouth freshness
Other is they don't
need to find a place
to spit the mentos

5. mentos
Advertising strategy
1) The brand carved out a special place
in market through very humorous
campaigns.
2) World wide Mentos positioned it self
as Smart thinking candy .
3) Baseline with “ Dimag ki Batti Jala De”
“Freshmaker”.
4) Unlike other candies /chocolates,
Mentos blended the properties of
candy and chewing gum together.
5) Mentos usually target students,youth
in their ads.

6. Mentos
ADVERTISEMENTS
Ad 1:MENTOS: Late For Class
Target market:
•Youth and college going student
Strategy :
•Attempting to target youth because youth have purchasing power.
•Attempting to target college going crowd because college student
Influence by cool idea
Tag line
“dimag ki batti jala de!

7. Ad 2:Theory of Evolution of Man
Target market:
• Kids , Students, Upper youth
Strategy :
•Trying to relate Mento to Evolution of man
•Trying to relate mentos as goods of necessity
•Attempt to arise the curiosity of the
viewers
Tag line
“dimag ki batti jala de!

9. Competitor :1
Orbit: Doctor with
cow
Target market
Doctor, Dental patient, youth
Marketing strategy
1. Selling point :White sparkling
teeth
2. Consumer Insight: Oral care
3. Positioned as a functional gum
Tagline :" Its working“
Jingle
:" Yellow Yellow Dirty Fellow,

10. Competitor :2
Cadbury Éclairs ad:
Cricket
Target market
1. older customers like the
teens and youngsters.
2. Sport person
Marketing strategy
Earlier positioning: Brand ask
customer to Doob le Zara in
taste
New positioning :"Get Lost“ in
taste
Tagline :" Its working“

11. Competitor :3
Polo - Conveyor
Belt
Target market
1. IT specially targeted on
kids
2. Youth of 18 to 25 yr
Marketing strategy
1. Leadership in market
2. Create loyal customer
Tagline
“mint with hole!

12. mentos POLO
1. It focus on something
new Or innovative
advertising
1. It focus on youth
2. It mostly uses animated
ad
3. It takes help of all
advertising media
4. It’s tag line is “dimag ki
batti jala de!
1. It also focus on
innovative advertising
2. it focus on the youth
,children
3. it does not use animated
ad
4. It takes help of radio
advertising media now.
5. It ‘s tag line it “mint with
a hole!

14. 1. We tried to show that by eating Mentos creative
ideas comes in mind
2. Mentos makes work easier and simpler
3. We are tried to show Mentos more famous and
popularize among youngsters (college going and school
going students, income earning people, )
4. We are tried to prove that Mentos is the best candy in
comparison of all other candy
.

16. Birla
Nervous
friend
Aashish joshi
Nervous
friend
Mani
jolly
coach Abhishek
shukla
Director
Shalabh
Racer 1
Tiwari
Racer 2
Vindyanchal
Nervous
boy

17. 7/9/2015 17
Tag
lineNever say Never
Always be cleaver

18.  The advertisement starts with an Inter-college race where there are three
racers on the track who are waiting for their coach to give the signal to
start the run off. One of the racers among the three racers is very nervous
about the race as he is not so confident about the race to win as he is one
fat guy on the track, and is not a very good racer indeed. On the field other
than three racers and the coach there are three friends as an audience
who are the friends of the nervous racer.
 In the beginning the Coach introduces the race title and blows the whistle.
As soon as the whistle is blown by the coach the two racers other than the
nervous one starts running two compete and at the same time the three
friends who are standing right at the back of the coach starts fighting over
some issue and the whole field gets disturbed which catches the coach’s
attention and coach instead of focusing on the racers moves his attention
towards the fight so as to calm them down and put things in the order.
Here there is a perfect timing of the racers to start running and the coach
turning back to put the things in the order.

19.  Here the nervous racer takes the advantage of not being
getting noticed and slowly start moving backwards on the track.
As soon as the coach settles down the fight and turn back
towards the field to notice the racers the nervous racer
immediately starts running towards the winning end and
crosses the finish line followed by other two racers and
pretends to be tired as he has won the race with his own efforts
with a wicked smile on his face.
 After the race is complete the coach appreciates the nervous
racer and in the end it is seen that the nervous racer gives a
thumbs up sign to his three friends who initiated the fight. This
showed that this situation was pre planned by racer and his
three friends which was perfectly implemented and executed on
the field which helped the nervous racer to win the race by
defeating his two competitors and winning hearts.