Perfetti van Melle

Setting the first step in consumer data and loyalty

What they wanted

Perfetti van Melle is one of the world’s largest manufacturers and distributors of confectionary and chewing gum. It includes many well known global and regional brands such as Mentos, Smint, ChupaChups and LookoLook. Perfetti van Melle is active in over 150 countries and has a true global reach. To further grow market share in relevant markets Perfetti van Melle identified customer loyalty as a key driver for future growth.

What we did

SparkOptimus helped the Perfetti van Melle Iberia organization develop a transparent loyalty approach for its Smint brand to serve as a base for future PVM loyalty initiatives. The approach was backed up by a solid business case and a “tool kit” to facilitate leveraging of loyalty work including all tools, concepts, instructions and templates across Perfetti van Melle globally. ​

What we achieved

SparkOptimus created enthusiasm and senior commitment. A major step was taken for Perfetti to collect and make use of consumer data. By creating a pragmatic tool kit and a solid business case we ensured that the work done for the Iberia organization can easily be applied to other Perfetti markets and product categories.

What they said

“I have been very pleased with the approach taken by SparkOptimus. Unlike most consultants they actively worked in conjunction with my team to ensure that the loyalty plan was grounded in our business and had the full support and enthusiasm of my organization”

– Davide Campi, Head of Marketing Iberia