Market
In the worldwide chewing gum and candy sector,
consumption in and out of the home, chiefly by
children and young people, is estimated at around
Euro63 billion per year. According to Nielsen
research, Turkish market reached a sales level of
TL1 billion. Operating in almost thirty countries
with its production, R&D, sales, marketing and
administrative teams, Perfetti Van Melle, with its
number of employees over 19,000, is the third
biggest confectionery company of the world, in
terms of revenue. Since 1990, Perfetti Van Melle
Turkey is operating in its Esenyurt facilities located
in Istanbul.
The chewing gum category is divided into three
segments: Sugarless, with sugar and sugar-free
gums. Currently, the sugar-free gum segment
constitutes 65% of the entire market in terms of
turnover. Almost 74% of this 65% sugar-free gum
segment is coming through stripe gums, the rest
being dragee gums. With a total market share of
36% and a sugar-free market share of 49%, Perfetti
Van Melle is one of the sector’s leading players,
while its Vivident brand being the leading brand in
the category.
Achievements
According to the latest data of Istanbul Chamber
of Commerce, Perfetti Van Melle Gıda Sanayi ve
Ticaret A.Ş. is Turkey’s 232nd largest private sector
company, drawing attention with an annual
turnover of over TL500 million. In the last five
years, the company has increased its net sales by
60% and its production capacity by 50%,
becoming the group’s highest capacity gum
production center.
The universal corporate values of Perfetti Van
Melle, hygiene and quality oriented production
principles, are applied without compromise not
only in Turkey but also in all Perfetti Van Melle
production facilities worldwide. Perfetti Van
Melle has been certified with ISO 9001:Quality
Management System Certification since 2003,
and ISO 22000: Food Safety Management System
Certification since 2006. In 2012, while being
awarded both the OHSAS 18001 Occupational
Health and Safety Management System
Certification, and the ISO 14001 Environmental
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Management System
Certification, the company was
also able to prove its social,
operational and environmental
sensitivity by IIP (Investors in
People).
As one of the most powerful
brands not only in the gum
market, but also in the entire
fast moving consumer goods
market, Vivident is also
registered as a “Well-Known
Brand” by the Turkish Patent
Institute. Vivident received
“The Best New Product”,
“The Integrated Projects
Direct Marketing” and “The
Digital Age Creativity” award
in its category in 2012. Within
the same year, Vivident Fruit Swing Strawberry
& Mandarin was selected in the “Best New
Product” category, and Vivident 45 Minutes Tin
Box has been awarded in 2014. With its product
properties, product quality and outperforming
sales and marketing results as well as positive
consumer perceptions, brand equity of Vivident is
continuously increasing. Vivident branded products
have their places in almost 125,000 sales points;
in supermarkets, grocery stores, buffets, dry food
vendors and gas stations across Turkey.
History
The Perfetti Group was founded in Milan, Italy,
back in 1946. The company rose to global
prominence when it acquired the Dutch Van Melle
Group in 2001 and then the Spanish Chupa Chups
in 2006. Vivident has been produced by Perfetti
Van Melle Gıda Sanayi ve Ticaret A.Ş. which has
been operating in Turkey since 1990 with its
more than 1,000 employees. All Vivident branded
products’ sales and marketing activities in Turkey
are realized by a young but experienced team of
more than 120 persons.
As a primarily Italian brand offered to consumers
in many different countries since 1970, Vivident
has made its Turkish market debut in 1991 in its
stripe form. Having drawn the market’s attention
through both with its benefits to dental health and
low calorie count, Vivident has supported various
conferences and university researches through
joint efforts with Turkish Dental Association.
“The first gum containing calcium fluoride”
launched in 1995, is one of Vivident’s many
novelties. Since the launch of Vivident Xylit Dragee
in 1998, a rich variety of dragee gums have been
offered to a broad range of consumer groups in
many different flavors and packs.
During the1998-2005 period, these were
offered mostly in box and blister packs under
Vivident umbrella. Beginning from 2005, the
product diversification gained pace, and Vivident
products marketed in mini boxes, stripes, plastic
bottles, mega plastic bottles and plastic capped
boxes have increased the brand’s penetration both
in traditional and supermarket channels.
In 2009, with a wallet pack of 14 stripes,
Vivident gained a place in the constantly growing
sugar-free stripe gum segment. Vivident produced
the world’s first two-layered stripe gum with
Vivident Fruit Swing, and later it also introduced
the triple-layer option to the market with Vivident
3D. Following Vivident Storming’s launch in 2011,
Vivident took a big step towards the leadership
over all the brands in the sector.
From 2011 to 2014, the Vivident Storming
family grew further and with the support of
marketing investments, gained significant success
in the market. In 2013, Vivident introduced the
first chewing gum with the promise of long-lasting
freshness with Vivident 45 Minutes, available in
stripe form in a wallet pack as well as dragee form
in a tin box.
Product
Xylit, a sub-brand of Vivident, is now present in all
product groups. All of the Vivident Xylit branded
products contain the natural sweetener, Xylitol. In
this context, Vivident draws customer’s attention as
a brand caring deeply about “oral and dental care”,
offering various flavors and different packs. With its
flip-top box, Vivident Xylit was the first product to
support oral and dental health in the dragee gum
segment.
In 2001, for the first time, Turkish consumers
met a carbonated gum, Vivident White, that helps
maintain the teeth’s natural whiteness, followed by
Vivident Real Fruit, the first gum to contain real fruit
juice. In 2003, the favorite flavor amongst sugarless
gums, Mastic Gum, was offered to consumers in
dragee form.
In 2005, Vivident broke new ground with its bottle
pack containing 50 dragees under its sub-brand
“Comfort Pack”. In the same year, Vivident created
the first liquid filled gum category with its Full Fresh
and Full Fruit product lines, completely dominated
this category.
In 2008, Vivident Extra became a phenomenon
in the market and rose to market leadership in the
“breath freshening” category, in which Vivident
micro dragee “Delete” is also classified.
In addition to the enjoyment of chewing gum,
Turkish consumers are also interested in packs
that leave impression of an accessory with their
package design. The introduction of slab gums
with new forms and packaging types created a
significant stir in the market. Vivident Cult was
introduced to consumers as the first stripe gum
in wallet packs. This was followed by the world’s
first two-layered gums, Vivident Fruit Swing
Watermelon & Acai Berry and Vivident Fruit Swing
Strawberry & Mandarine, as well as Vivident Extra
and Vivident Mastic, which led in their category
with their slab forms and wallet packs.
Introducing new products every year, the
Vivident brand demonstrates its principle of
combining superior infrastructure technology with
creative approaches. In 2010, Vivident introduced
Vivident 3D Strawberry & Green Apple &
Raspberry, combining three different flavors in
three different layers, and a special fruit layer in
the middle. Vivident Active, introduced in 2012
with the slogan “High-Performing Chewing Gum”
delivers a long lasting and enriched freshness
thanks to micro crystals, providing oral health and
tooth protection through its special formula.
Vivident, emphasizing innovation with its
previously untried packaging and product concepts,
combined the themes of freshness and flavor in its
Storming and Storming Two products. Presenting
its long stripe gums under the slogan “Your Great
Passion” Vivident Storming entered the market
with five different flavors. After Vivident Storming’s
successful performance, long stripe gums were
introduced with previously untried flavors in two
layers. With the slogan “Your Double Big Passion”
Vivident Storming Two successfully positioned
itself into the indulgence concept.
In 2013, Vivident created the first chewing gum
giving time promise. Vivident “45 Minutes” is a
special chewing gum that provides long lasting
freshness more than 45 minutes with its special
ingredients. Thanks to its strong concept, Vivident
45 Minutes created a significant demand on the
market, both with its dragee gum in tin box and
stripe gum in wallet pack.
Because of the great popularity of tin boxes in
2014, the most popular gum in the dragee group,
Vivident Extra, was offered in a “mega size” tin box.
Following the success of tin boxes, especially
Vivident 45 Minutes, Vivident Rainbow and
Vivident White entered the market in tin box
format that same year.
Well established for years as a functional
product in the dragee market, Vivident White
was launched in slab form in a wallet pack. Being
achieved considerable success in the market,
Vivident White maintains the natural whiteness
of teeth while reducing stains caused by external
effects and preventing new ones thanks to its
special formula.
Recent Developments
Vivident has aired many TV commercials
emphasizing its huge variety of chewing gum
products. In addition to an intense television
advertising strategy, Vivident keeps channel
variety as a priority with its 360-degree marketing
activities. As a response to increasing popularity
of digital and social media in recent years,
Vivident created a lot of successful projects on
these channels. At the same time, using various
advertising channels according to product type,
it reinforced its products’ positioning through
integrated projects.
During the last quarter of 2014, Vivident shot
a brand new advertisement for its “Storming”
family. This ad, a continuation of the Storming ad
series, replaces the old naughty cupid character
with a strong and modern female hero. The ads
main theme was “zombie”. Using the slogan “Your
Great Passion” the film with its visually powerful
scenes was shown on several different advertising
channels. Vivident’s communication strategy
emphasizes the variety in the channels such as outdoor advertising, magazines, the internet, TV,
radio sponsorships, special sampling activities and
the sponsorship of events.
Promotion
Since the first launch of Vivident, 38 different
television commercials have been broadcasted,
each describing the product’s features. The first
commercial, released in 1998, was for Vivident
Xylit. The commercials shown between 1998
and 2008 consisted of scenarios emphasizing the
functional features of the products.
After the launch of slab gums under the Vivident
brand in 2009, Vivident Cult-the first slab gums in
a wallet pack-were advertised in commercials that
especially targeted young audiences.
In the commercial for Vivident Fruit Swing
Watermelon & Acai Berry, Turkey’s first two
layered gum, the goal was to present the product’s
purple and green layers in a simple but unique
manner.
Since the launch of Vivident Full Fresh, many
different commercials have been shot. Vivident has
continued its innovative approach with its
“Freshness Explosion” campaign, following its “Car
Wash”, “Water Gun” and “Native American”
campaigns.
Over the years, Vivident Xylit commercials
used a series of unique and creative scenarios to
reinforce its “oral and dental health” message.
After 1998, various commercials like “Animatic”
“The Finn” “The Postman,” “Chew and Smile” and
“Wrong Bar” were broadcasted. The commercial
for the three layered Vivident 3D gum featured
cars in different models and colors, created
by special computer animation technology to
represent Vivident 3D’s three layers.
Vivident Extra’s very popular “Ice Man”
commercial targeted young people in particular.
The story of a character that transformed into
a superhero after chewing Vivident Extra in a
humorous visual language, received an enthusiastic
response on several different channels and played
a major role in reinforcing the product’s position.
The naughty Eros character in Vivident
Storming’s commercial about the long stripe gum
was replaced in further commercials by the story
of a modern, powerful and pleasant angel. Having
the zombie concept which is popular among
young people, the film featured a comic depiction
of two zombies who were instantly transformed
by a passion storm by Vivident Storming and fell in
love with each other.
Brand Values
As the leader of the gum category with its
28% of the total market sales, Vivident has
contributed significantly to specialization in
the gum sector and the rise of the quality bar.
Vivident became associated with the motto “teeth
under protection”, as its sugar-free gum varieties
containing Xylitol have demonstrated benefits to
oral and dental health in clinical tests.
Launched in 1998, Vivident Xylit, is the first
“dragee gum in a flip-top box” and is widely
accepted to be one of the greatest revolutions in
the Turkish gum market. At the same time, the
The Vivident Xylit box is considered to be one
of the most functional packs on the entire fast
moving consumer goods market. In addition to the
flip-top box, various other products with diverse
functions and flavors in plastic bottles, wallets,
monos or tin boxes, introduced to the market
at different times, offered new taste options to
consumers, strengthening the brand’s value.
www.vivident.com.tr
THINGS YOU DIDN’T KNOW ABOUT
Vivident
› Vivident is available in a variety of types and packaging, ranging from 10 kuruş to 10 TL in price.
›There are 52 different Vivident products in
the chewing gum market, in different packages and flavors.
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