Rohit Kapoor, Director-Marketing, Perfetti Van Melle India said, “We wanted to introduce a truly innovative mint offering under Center Fresh in India specially approaching 2019 when the brand shall be completing 25 years milestone. It’s the first extension of the brand in non-gum segment. Globally we have seen power mints as a category gaining a lot of traction and we would like to develop the category further in India with the launch of Center Fresh Mints.”
The launch is extensively supported with a TV campaign on Digital medium and visibility tools for retail & modern trade that builds on the insight that you never know when you might come across an opportunity to impress someone and highlights various occasions when you would need instant fresh breath confidence to impress.
Commenting on the campaign, Anurag Agnihotri, executive creative director, Ogilvy, said, “The launch campaign for Center Fresh Mints highlights various relatable situations in the lives of today’s youth when you would need instant fresh breath. We have tried to capture these occasions through a hummable, memorable music track.”
This new offering with provide the benefit of 'Instant Fresh Breath' with unique 3-layer sugar free and will be available in two flavors; Peppermint and Strawberry Mint. Center Fresh Mints are available in a stylish pocket friendly pack of Rs.10.