Perfetti Van Melle appoints Havas Media to drive growth for Chupa Chups + Mentos across AU/NZ

Leading global confectionary and gum manufacturer Perfetti Van Melle has appointed Havas Media Network as media agency following a competitive pitch in Australian and New Zealand.

With a focus on unpacking who can best support the company’s ambition to create consumer cut through and help to build on their successful distribution footprint, Havas Media Network rose above the other agencies.

“Havas Media will begin work immediately on helping to create impactful innovative campaigns with a renewed customer centric strategy, defining new audiences to help drive brand consideration,” Michael Puglisi, Perfetti Van Melle Country Manager for Australia and New Zealand commented.

Virginia Hyland, CEO Havas Media Network ANZ said, “Perfetti Van Melle has been a valued client for the past four years. It can be extra challenging as the incumbent however to know that we have pitched against the leading indies and global networks and delivered a more compelling, competitive way of working where we are converging data smarts with the ability to activate at pace in channel to deliver greater impact and retail growth, is a huge boost for our talented agency team. We’re a very different and exceptionally strong offering, with the firepower of the globals coupled with our entrepreneurial spirit.

“The Perfetti Van Melle marketing team are highly ambitious and continually committed to propelling their business forward, always challenging the status quo. This is exactly the type of marketing team that brings out the best thinking from Havas.”

As Perfetti Van Melle eyes growth, Havas Media will help turn new audiences into fans while keeping the brands front-of-mind for existing customers of Perfetti Van Melle’s most loved brands including Chupa Chups and Mentos. Part of the brief is to drive planning efficiencies and reduce wastage by installing renewed rigor to the media strategy and by unlocking new value from existing media investments.

Perfetti Van Melle will harness Havas Media’s suite of data, technology, and analytics tools to reach these audiences, including its engagement solution, Converged. Converged is powered by the most sophisticated dataset in the market, integrating over 35,000 audience insights drawn from geographic, demographic, attitudinal, behavioural, purchasing, and consumption data of more than half a million individuals.

Perfetti Van Melle is one of the world’s largest manufacturers and distributors of confectionary and gum, including global and regional brands such as Mentos, Chupa Chups, AirHeads, and Smint, with worldwide sales in over 150 countries.

Want to leave a comment? Share your thoughts below, making sure to include your full name and email address. If you have a news tip or story idea, please feel free to email ricki@campaignbrief.com.