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Perfetti Van Melle promotes Mentos Gum

Perfetti Van Melle will install three out-of-home ads in Toronto, Montreal and Vancouver next week as part of the launch campaign for its new line of Mentos Gum products. Each local artist will create an image 20 by 12 feet in size made from approximately 41,000 pieces of gum. The Toronto image will be located at the Eaton Centre shopping mall, while the Montreal image will be installed at the Berri-UQAM metro station and the Vancouver image will be at the Burrard Sky Train station. The works will be created from April 3 to April 5. The images will then be reproduced in mural and transit poster ads. The overall campaign, which began on March 5, consists of three 10-second television commercials, billboards, posters, transit advertising, Web banners and a website at <>. The campaign was developed by Cossette Communications Group, with the Web work handled by Fjord Interactive Marketing and public relations from Optimum Public Relations.

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