Mentos
Delivering global marketing with speed and compliance through ITG’s Storyteq technology
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Introduction
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The Challenge
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The Solution
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Results and impact
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Conclusion
ITG and Mentos
Perfetti Van Melle, the world’s largest manufacturer and distributor of confectionery and chewing gum, including household brands such as Mentos and Fruittella, faced a unique challenge. As a decentralized organisation, it wanted to give local branches the autonomy to create advertising materials while ensuring brand consistency across its global markets.
By partnering with ITG and implementing Storyteq, Perfetti Van Melle was able to streamline its content creation process, producing high-quality, localized campaigns in record time. The result was a huge reduction in time to market, with local teams now empowered to rapidly adapt global campaigns on a united technology platform, rather than running everything through central marketing.
The Challenge
Mentos, as part of a decentralized organisation, needed a solution to maintain brand integrity across multiple markets while giving local branches the flexibility to adapt content to meet regional needs. The existing process was time-consuming and lacked the ability to scale efficiently.
Key challenges for Mentos included:
Enabling local teams to quickly adapt content while ensuring brand consistency.
Reducing the long lead times associated with content production.
Ensuring content could be rapidly deployed across 150 diverse markets without sacrificing quality or compliance.
The Solution
Mentos implemented ITG’s AI-enabled Storyteq marketing technology to centralize its content production process. This innovative solution allowed local teams to customize campaigns rapidly through a dynamic template system, preserving the integrity of global brand guidelines while providing flexibility for local adaptations.
Results and Impact
Increased collaboration – Streamlined workflows between global and local teams, maximizing operational efficiency
Faster campaign delivery – Content now produced and launched in minutes, not days
Brand consistency – Centralized templates ensured brand elements were maintained while allowing local adaptations without compromise
178 days saved – A huge reduction in turnaround times during content production, enabling faster go-to-market strategies
Conclusion
Thanks to ITG’s Storyteq platform, Mentos has transformed its global content production process, enabling faster, more efficient content creation that aligns with global brand guidelines. The ability to quickly adapt content for local markets has allowed Mentos to stay ahead of the curve, providing tailored, contextually relevant, high-quality campaigns at scale. This centralized approach has improved collaboration across teams and delivered consistent messaging to customers worldwide.
“With ITG’s Storyteq, we can not only share templated creative assets that our local branches use for quick adaptation, but also ‘lock’ some template elements that we believe should be left untouched in order to maintain the brand consistency that we are after.”
Daan Simonis, Global Media and Digital Marketing Director at Perfetti van Melle
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