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Gen-Z, Millennial Parents Opps: Perfetti Van Melle taps media AOR (Score 27)

Update: Fruit-tella.

According to iSpot, Mentos spent around $532.6k on national TV ads YTD, just 4% of the $14.9m spent in this channel in 2019. Full-year spend equaled $11.7m in 2018. This year, it placed ads during programming such as "Impractical Jokers," "Ted 2," "American Dad," "Family Guy" and "Cheaters." 

Per Pathmatics, Mentos earned 112m impressions through desktop video ads (91%), Facebook ads (6%), desktop display ads (2%) and Twitter ads (1%). It placed the majority (97%) of these ads site direct onto sites such as youtube.com, wowhead.com, facebook.com, yahoo.com and poki.com. It placed the remainder through a variety of indirect channels onto sites such as yahoo.com, wowhead.com, healthline.com, football.fantasysports.yahoo.com and foxnews.com. It spent around $1.6m on digital display ads in 2020, a drastic increase from $400 spent in this channel in 2019. 

Please refer to the article for Airhead's spend and additional targeting information. 

Agency & martech readers-- Agency appointments commonly follow one another so keep reaching out to see if you can win any of this company's business. You will face competition from Zeno Group (PR for Airheads). Keep in mind, however, that PVM just named a creative AOR for Airheads & Fruit-tella, so this work may be out of reach (read more about that appointment below).

The article below was originally published on December 4th, 2020: 

Fruit-tella. The agency will first be responsible for developing creative content to support Fruit-tella's US launch. Highdive's initial work is set to launch before the year is over. It will also be responsible for creating content for Airheads. Keep an eye out for campaign dollars for both brands. 

According to iSpot, Airheads spent around $7.9m on national TV ads YTD during programming such as "SpongeBob SquarePants," "Teen Titans Go!," "The Amazing World of Gumball," "Craig of the Creek" and "Teenage Mutant Ninja Turtles." Full-year spend equaled $18.6m in 2019 and $14.6m in 2018. 

Per Pathmatics, Airheads earned 175.4m impressions through desktop video ads (99%) and Instagram ads (1%). It placed 100% of these site direct onto sites such as youtube.com, billboard.com, instagram.com, hollywoodreporter.com and fuse.tv. It spent around $3.3m on digital display ads YTD, about half (44%) of the $7.5m spent in this channel during the same time period of 2019. 

Sellers-- No spend information is available at this time regarding Fruit-tella as it has not launched in the US yet. We should see dollars very soon though, so start reaching out; it will likely use a simitar strategy as Airheads. Airheads has decreased spend in both channels significantly over the last year, which could be a result of coronavirus related cost-cutting measures. I predict the brand will ramp spend back up with the new creative AOR. PVM also invests in local broadcast TV and print ads, per Kantar. Sellers should reach out soon offering relevant ad space. 

Agency & martech readers-- As you know, agency shifts often follow one another, so start reaching out to PVM to be top-of-mind. PVM currently works with Zeno Group on PR.