Smint Mints sponsor

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SINGAPORE--Smint Mini Mints has signed up as the new sponsor of MTV Networks Asia's daily one-hour request program, "MTV Most Wanted,'' which airs on two of MTV's 24-hour channels, MTV Mandarin and MTV Southeast Asia, as well as on branded programming blocks on m.net (Cable 27) in South Korea, Studio 23 in the Philippines, ANteve in Indonesia and ATV World in Hong Kong.

"Judging from the hiked brand awareness of Smint resulting from recent sponsorships of the MTV Movie Awards '99 and the MTV Asia Online launch, we are confident that our sponsorship of MTV Most Wanted is a good move, effectively helping us to reach our targeted consumers aged 15-34 all over Asia," says Pablo de Abadal, area marketing manager for Smint, a division of the Spanish confectioner Chupa Chups.

By having "a cool brand like Smint Mini Mints," the sponsorship "further reinforces [MTV's] brand equity of being the cool, trendy source of information for young people," adds Chris Steward, senior VP-advertising sales, MTV Networks Asia in Singapore.

A division of Viacom and PolyGram, MTV Networks Asia operates three 24-hour services -- MTV Southeast Asia, MTV Mandarin and MTV India -- which have a combined distribution of more than 100 million homes, including branded blocks on local terrestrial and cable channels.

Copyright October 1999, Crain Communications Inc.

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