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Razor wins Mentos, Fisherman’s Friend and Werther’s media

Independent Sydney media agency Razor has picked up the planning and buying for FMCG brands including Mentos, Fisherman’s Friend and Werther’s Original, Mumbrella can reveal.  

The pitch – on behalf of FMCG distributor Stuart Alexander and covering Australia and New Zealand – was the first to be run by new consultancy Kinesis.

Mentos is the brand with the biggest budget within the group, with a main media spend in Australia of around $2.6m last year, which had been handled by Carat. Before the pitch, the rest of the portfolio, which also included McIlhenny Tabasco Sauce, Guylian chocolate and Smint, was handled by Initiative.

Razor declined to comment.

Mentos is arguably YouTube’s most famous brand because of its interesting properties when combined with Diet Coke:

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