Mentos tries social-first strategy in U.S.

06/22/2011 | New York Times (tiered subscription model), The

Perfetti Van Melle, the parent company of candy brand Mentos, is trying to generate buzz for its new UP2U gum before launching a $50 million advertising and marketing campaign. The Martin Agency in Richmond, Va., is handling the social media outreach, which already includes a Facebook presence with 95,000 fans.

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