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LMA Expands Mentos into Automotive

New Mentos-inspired car air fresheners will be released.

Licensing agency Lisa Marks Associates has announced the launch of the Mentos Auto Air Care program, executing a keystone partnership between the Mentos brand and leading auto air care manufacturer Sterling Teal International.

“We are thrilled to be launching the mentos Auto Air freshener program with Sterling Teal International,” says Lisa Marks, president, Lisa Marks Associates. “Sterling Teal has done a terrific job leveraging the mentos equities of freshness, great flavors and fun with products that will enhance any driving experience!”

Sterling Teal is leveraging the Mentos “always fresh” brand personality and flavors and scents with an initial collection of eight scented auto air fresheners that capture Mentos’ flavor profiles including Mentos signature flavor, cool mint, as well as several fruity flavors, plus some new fan-favorite flavor additions. Mentos air fresheners will be available at national retailers across the U.S. as well as in Canada, Puerto Rico, Dominican Republic, Mexico, Guatemala, Honduras and El Salvador starting this month.

Sterling Teal has worked very closely with LMA and Perfetti Van Melle to create a Mentos auto air freshener program that delivers delicious, long-lasting fragrances.

“Working with LMA and Perfetti Van Melle to create and launch this exciting new line has been a great experience for the entire Sterling Teal team,” says John Walsh, president, Sterling Teal.  “We have developed a unique line of automotive air fresheners, which provide the consumer with a ‘fresh’ aroma profile. The response from regional and national retailers has been phenomenal!”

Sterling Teal joins an extensive lineup of Mentos partners, including C-Life, Trevco, JLB Holdings, Odd Sox, Flex Beauty and UNGA/ZURU. Mentos partnerships will also be developed in additional categories of sugar scrubs, color cosmetics, deodorant, lip gloss, nail polish and fresh wipes.

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