Lowe to launch new Perfetti brand across Asia

While exact details of Perfetti Van Melle’s new range remain under wraps until launch, the roll-out is expected in about a month’s time. It is understood the campaign will roll out in a phased manner across a few countries – but exactly which markets also remains undisclosed.

The agency plans to lead the business from its Singapore office, and build a Lowe 'Idea-community' across Asia for Perfetti Van Melle.

"Our search for an agency with a sound understanding of the Asian consumer, translated into great creative, resulted in selecting Lowe,” said Luca Parodi, vice president and COO, Perfetti Van Melle (Asia-Pacific), adding that Lowe’s ideas did well on both counts.

Rupen Desai, president, Lowe Asia-Pacific, described Perfetti van Melle as both an exciting business but a perfect match for Lowe.

“Given that category is impulse-driven, there's an opportunity to produce some arresting and ground-breaking work through strong, populist campaigns, something Lowe is famous for. We look forward to helping Perfetti van Melle brands realise their ambitions across the region,” Desai said.

Headquartered in Singapore for Asia-Pacific, Perfetti Van Melle’s broad portfolio of existing confectionery brands include Mentos, Chupa Chups, Alpenliebe, Center, and Happydent. They are currently sold in over 150 countries.

BBH currently works with five of Perfetti Van Melle’s brands including Mentos and Chupa Chups (global), Alpenliebe (China) and Frisk and Vigorsol (Europe). BBH Asia Pacific was selected for the Mentos brief last year, resulting in the 'Be Momentos' campaign.