Mynthon
Finnish pastille brand for sore throat relief.
Mynthon is a Finnish brand of pastilles owned by Cloetta and produced since the 1970s. It is the best-selling pastille brand in Finland, with a market share of about 30% and annual sales of roughly 22 million items. The pastilles are especially used to relieve a sore throat and are sold in several Nordic and Baltic countries.
Quick Facts
- Current owner
- Cloetta
- Origin
- Finland
- Introduced
- 1970s
- Markets
- Finland
- Baltic countries
- Sweden
- Norway
- Denmark
Facts from the source article.
History
Mynthon was launched in the 1970s by the company Merijal from Oulu. Merijal merged with Leaf in 1992, and Leaf later produced the pastilles in Turku and St. Petersburg, Russia; current production is in Slovakia. By 2003 it was the second-most popular pastille brand in Russia, and in 2008 it was Finland's second-most popular brand after Sisu, also made by Leaf. Leaf then held about 70% of Finland's pastille market.
Flavours
Mynthon is sold in flavours including eucalyptus, menthol, cola, fruits and berries, both sweetened and sugar-free. In 2012 the range comprised Original (eight flavours, 31–39 g packages), Kaira (two flavours, 25 g), and Spring (three flavours, 31–34 g). By 2016 the lineup included Xylitol products, sugarfree products, and other items such as Mynthon Extra Strong, Mynthon C Lemon-Honey, Mynthon Salty Liquorice, and Mynthon Peppermint, plus three chewing gum flavours. A cola-flavoured Mynthon was introduced in 2017.
Marketing
In 2010 Mynthon's marketing moved from Dynamo Advertising to Skandaali. A 2015 promotional video featuring beauty contestant Sara Chafak proposing kisses to men in an elevator received negative feedback; two days after its publication the Mynthon Facebook page stated the video would be discontinued, saying 'Humour is an art and we failed to convey the message we wanted.' In May 2016 the band Teflon Brothers published a video announcing a name change to Mynthon Brothers, with Cloetta's CEO Ville Perho appearing and signing an agreement that the band would handle marketing. Cloetta's chief of marketing Hanna Korhonen said the cooperation aimed to appeal to a younger target audience and would focus on social media, content, and summer festivals. The campaign design was done by Cloetta, Universal Music, ToinenPHD, and Bob the Robot.
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