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Here’s whats Khaled had to say on the partnering for a free concert

“I’m excited to partner with Mentos Gum on the #SamHasMentosGum campaign with the students of University of Wisconsin,” Khaled tells Billboard. “I’m looking forward to this challenge and most importantly giving the college students a performance of a lifetime with fan love.”

Why Khaled? “We wanted a hook for the entire campus to get involved, to have an event that would be fun for the whole college community here—and we felt like DJ was a perfect fit for Mentos,” says Sylvia Buxton, vp of marketing for Perfetti Van Melle North America. “He’s so well-loved, he’s so well-connected, and we have our own ‘connections propositions,’ so we thought he would be a great ambassador for us.”

Mentos marketing for several years has been centered on people connecting by sharing gum. “We recognize that real-world connections, particularly as students are entering a new environment like university or college, is a time of mixed emotions,” Buxton says. “With the enthusiasm of meeting new people there’s potential nervousness. We hope Mentos can help people connect.”

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