Perfetti Van Melle
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From swirled and striped peppermints to Mentos, Tic Tac, and Altoids, the mint has always been an important part of the confectionary landscape. Our company has lots of mint products available on a global basis, but we have found that we have the most long term success with products that are truly unique when compared to the competition.
We want your ideas for the next mint product that will stand out from everything else out there. We're looking for outside the box, from the mint itself to the overall packaging and branding.
Tell us about your idea for a truly unique mint that will appeal to Millennials like you. In your answer, include the following:
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The big idea:
• What should we call this new product?
• Why are Millennials drawn to it?
• How is your product different from the current offerings, and why is that difference needed by Millennials?
• What does this new item convey as an attitude or personality?
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Describe the mint itself:
• What does it taste like?
• What are its internal and external textures?
• How does it look?
• How does it feel in the mouth?
• What is its size, shape, and color?
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The packaging:
• What is the packaging made of?
• How is it opened?
• How does the consumer take a mint from the packaging?
• Will a consumer keep it in his or her pocket, or somewhere else
• We want to know its color, size, shape, and material, but also what feel or attitude the packaging conveys.
• Should this product be a new offering "brought to you by Mentos," or a Mentos sub-brand, such as these.
CRITERIA: The goal is a large selling unique idea. Again, this new mint product needs to either be a totally new product (brand) “brought to you by Mentos” or a sub-brand of Mentos.
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Submissions will be graded on the following criteria:
- Meets Deliverables
- Creativity
- Clarity
| Top 10% share $1,000 | Next 15% share $400 | Next 25% share $200 |
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Zachary Hamby University of Texas at Austin |
