Perfetti Van Melle’s Mentos promises the fizziest Fortnite global gaming collaboration
Mentos has forged a renewed link with Fortnite gaming with the return of the 'Fizzooka'. Pic: Mentos/Fortnite
Confectionery group Perfetti Van Melle has gone to renewed heights with its latest interactive venture with the global Fortnite gaming platform, in unleashing its latest innovation in the form of a Mentos branded “Fizzooka” for the online phenomenon, writes Neill Barston.
As the company revealed, over the next two weeks, it is set to release its star games weapon – inspired by a previous light-hearted experiment combining its key mint brand Coca Cola that yielded some dramatic results.
According to Perfetti, over one million players can now make use of the fizzy fun in an initiative delivered by BBH London, which the company stated would bring a fresh and playful twist to the gaming world, in a bid to drive engagement with the firm’s flagship brand.
Notably, the company has taken the consumer campaign one step further in giving influencers in over 20 locations around the world a total of 30 working Mentos Fizzoka replicas, to further drive interest in its creative collaboration.
Hugues Leydier Senior Global Brand Communications & Activation Manager, Mentos: “Mentos is all about refreshing the everyday, so what could be better than refreshing the original Mentos and Cola experiment, and shaking up the gaming world at the same time?|
Notably, the Fortnite gaming platform developed by Epic in 2017 has expanded rapidly now has an estimate fanbase of more than 650 million fans around the world participating in joint battles, and is aimed at the 13 plus age group.
The drive to engage with this core demographic offers a prime piece of direct marketing for Perfetti Van Melle, which is being achieved in a strong interactive manner on what is now considered one of the most successful games platforms ever.
Perfetti Van Melle is anticipated to unveil a number of new innovations for the market as the company heads to this year’s Sweets & Snacks Expo, which is being staged again in Indianapolis, US, this May, attracting a varied North American and international audience.
