Perfetti Van Melle launches Center Fresh Mints

Perfetti Van Melle India has launched Center Fresh Mints, a unique offering that expands the Center Fresh brand into the mint candy segment. This new offering will provide the benefit of ‘Instant fresh breath.’

The launch is supported with a campaign that builds on the insight that one never knows when one might come across an opportunity to impress someone and highlights various occasions when instant fresh breath confidence is needed to impress.

The unique three-layer sugar free mints are available in a pocket-friendly pack. Center Fresh Mints will be available in Peppermint flavour and Strawberry Mint at a price point of Rs10.

Rajesh Ramakrishnan

Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India, said, “We see tremendous opportunity for growth, with relevant extensions in the fresh breath need space. Center Fresh Mints bring together the best of our global expertise and innovation with our local insights and experience. I am confident that this launch will strengthen the position of Center Fresh brand in India and help extend its equity to higher price points.”

Rohit Kapoor

Rohit Kapoor, Director, Marketing, Perfetti Van Melle India, said, “We wanted to introduce a truly innovative mint offering under Center Fresh in India, especially while approaching 2019 when the brand will complete the 25-year 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.”

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.”

The campaign:

Credits:

Client: Center fresh Mints – Perfetti Van Melle

Agency: Ogilvy

Executive Creative Director: Anurag Agnihotri

Group Creative Directors: Shahrukh Irani, Saurabh Dikshit

Senior Creative Director: Saurabh Kulkarni

Copywriter: Garima Pugalia, Divya Kataria

Agency Producer: Vinod Rao

President, Ogilvy North: Kapil Arora

Senior Vice-President: Vishwajeet Singh Rana

Management Supervisor: Saksham Kohli

Account Planner: Sarabpreet Bedi

Account Supervisor: Kovid Ummat

Senior Account Executive: Shivoy Ahuja

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