Perfetti Van Melle strengthens relationship with BBH Asia Pacific

BBH Asia Pacific has been tasked to devise a nationwide integrated campaign for the chewing gum brand in Indonesia.

The project win adds to BBH Asia Pacific’s involvement with Perfetti Van Melle: it is currently agency-of-record for the company's brands Chupa Chups (globally) and Mentos (regionally).

Christian Bathe, marketing director, Perfetti Van Melle, said, “Happydent is the biggest chewing gum brand in Indonesia and is set for even greater things. We are excited to be working alongside BBH on this campaign.”

John Hadfield, CEO, BBH Asia Pacific, said the project win for Happydent White will provide another opportunity to do some great work for Perfetti. "It's now up to us to deliver," he said.