Asembl Secures Mentos Deal

Asembl has secured the first Australian brand extension partnership for Perfetti Van Melle’s Mentos brand, launching a gel-design air freshener range with Balco Brands.   

Available from Kmart stores and online, the Mentos Air Freshener range is inspired by the Mentos shape and flavors and includes four fragrances: Grape, Mint, Strawberry and Pineapple. 

“Balco Brands has proven to be an exceptional partner who truly grasps the value of our brand’s icons,” says Marta Ballesteros, global licensing manager, Perfetti Van Melle. “Our popular confectionery has been reinterpreted into a uniquely original and innovative air freshener gel that offers an amazing fruity and minty fragrance experience. We are confident that this creation will be a tremendous success, and a must-have product desired by fans to enhance any ambience.” 

“Sold in more than 130 countries including here in Australia there is no doubt Mentos is a much-loved brand,” says Justin Watson, managing director, Asembl. “The Mentos team has developed an amazing art portfolio inspired by its unique heritage and say-yes-to-fresh branding which lends itself perfectly to an array of brand extensions. We are excited to be launching this range of Mentos Air Fresheners on behalf of Perfetti Van Melle with Balco Brands and are certain the fragrances will be found hanging in cars, homes and offices across Australia.”