IPG Mediabrands has been appointed to manage social media for select brands from Perfetti Van Melle’s portfolio, marking a new collaboration designed to strengthen the confectionery company’s digital engagement and brand presence.
The mandate will include well-known brands such as Center Fresh, Center Fruit, Alpenliebe, Happydent and Mentos. These brands have long been part of India’s confectionery landscape, known for memorable advertising and strong consumer recall across generations.
With consumer behaviour increasingly shifting toward digital platforms and social-first discovery, the partnership will focus on developing more engaging and culturally relevant content strategies. Social media is now a key channel where brands interact with audiences in real time, using short-form content, influencer collaborations, community engagement and interactive campaigns to stay relevant in a fast-moving digital environment.
Through this collaboration, the agency is expected to bring data-driven insights, creative storytelling and platform-specific strategies to help the brands connect with younger audiences while maintaining the legacy and familiarity that long-time consumers associate with them. The goal is not only to boost brand visibility but also to create shareable digital moments that resonate across social platforms.
For a global confectionery company like Perfetti Van Melle, investing in stronger social media capabilities reflects a broader industry shift where FMCG brands are blending traditional advertising with digital-first engagement strategies to remain competitive.
Bottom line: By partnering with IPG Mediabrands, Perfetti Van Melle is looking to modernise its social media strategy and ensure its iconic confectionery brands continue to stay culturally relevant in a digital-first consumer landscape.
