Confectionary brand Mentos is launching into North American licensing for the first time with the help of its newly appointed agent Lisa Marks Associates.
Known as The Freshmaker for the past 25 years, Mentos has a presence in more than 130 countries and brand awareness that averages more than 90 percent in the U.S., Europe and Japan.
Mentos is owned by the Perfetti van Melle Group.
“LMA has a perfect understanding of leveraging iconic brands and of how their emotional value can bring new concepts to today's dynamic markets,” says Christine Cool, licensing area manager, Perfetti Van Melle. “We feel that they are the ideal partner to leverage Mentos in a fresh way, allowing Millennials to experience the brand in multiple dimensions",
LMA plans to roll out categories reflective of the interests of the Mentos consumer including apparel, accessories, electronics, personal care, stationery, publishing, gifts, games, home products and sports.
“Mentos fans are smart, stylish, fashionable and sophisticated, they enjoy life, and have a unique point of view on what’s happening in the world,” says Lisa Marks, president, LMA. “The Mentos licensing program will be as much about the fans as it is about this influential and engaging brand, and we are thrilled to guide its launch in North America.”