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Perfetti Van Melle India expands Center fresh brand portfolio, launches Center fresh 3 Layer Gum

The brand aims to strengthen its portfolio offerings in the ‘fresh breath’ space, ropes in Southern superstar Samantha Akkineni as its brand ambassador

Click on the Image to watch the TVC.

Center fresh, the chewing gum brand from Perfetti Van Melle, is celebrating its 25th anniversary in India this year and has launched a new product — Center fresh 3 Layer gum. A TVC has been launched by Ogilvy India featuring south actress Samantha Akkineni and internet celebrity Ayush Mehra.

The product is a unique combination of fondant with special cooling ingredients sandwiched between layers of gum and promises ‘fresh breath that lasts long’. Introduced in a multi pack that has tear-refold packaging, the brand is targeting consumers who have an on-the-go lifestyle and require fresh breath for extended periods. The offering will be available in peppermint and strawberry flavours at price of Rs 5 (pack of 4 gums). The product will also be available in a sugar-free variant priced at Rs 25 (pack of 7 gums) exclusively in Modern Trade stores and e-Commerce sites.

The brand has associated with southern movie celebrity Samantha Akkineni as the brand ambassador and she is seen in the Center fresh 3-layer gum launch campaign. The launch would be supported through a 360-degree campaign on TV, digital, and cinema.

Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India, said, “Center fresh is one of our power brands in India. The brand enjoys immense love and trust with the Indian consumer. We plan to own the ‘fresh breath confidence’ space through multiple product offerings under Center fresh, which are tailored for different consumption occasions.”

Rohit Kapoor, Director Marketing, Perfetti Van Melle India, said, “Fresh Breath is one of the fastest growing need spaces within confectionery today owing to the growing consciousness around the concept and Center fresh is synonymous with fresh breath. With the launch of Center fresh 3-layer gum, the brand wants to cater to consumers who are looking for long lasting fresh breath experience, all through the day. Center fresh 3-layer gum offering further strengthens the brand portfolio which has offerings across formats and different fresh breath need states.”

Kapoor added, “Samantha endorsing the brand has been a natural choice. Her youthful and confident personality deeply resonates with that of the brand and we are sure that with Samantha on-board, Center fresh is going to have a strong and loyal consumer connect.”

Brand ambassador Akkineni said, “For me, Center fresh represents everything that is youthful, stylish and refreshing. Center fresh 3 Layer gum promises long-lasting fresh breath, which is what everyone of us needs to feel confident all day and the product has already become one of my handbag essentials.”

The launch TVC showcases a familiar setting where one needs long-lasting fresh breath to impress someone. The new commercial tells a story of a young guy who meets a girl he likes from the get-go, while travelling in a bus. The guy strikes a conversation with her and impresses her with his mesmerising fresh breath, thanks to Center fresh 3 Layer Gum. The duo remain engrossed in the conversation till the bus conductor interrupts them, and they realise they have lost track of time and are the last ones left on the bus. All through the journey the guy impresses the girl with his fresh breath confidence. Anurag Agnihotri (Executive Creative Director), Ogilvy India, says, "Center fresh 3 Layer Gum offers you fresh breath that lasts long. For a youngster, it means having the fresh breath confidence to carry through long conversations with someone special. We brought this out in a boy-meets-girl story in a bus in which the conversation continues till the end of the journey. It may be the beginning of a romance or it may not lead anywhere, but it leaves you with a good feeling. That’s what we have tried to capture."

The TVC:


Client: Center fresh, Perfetti Van Melle

Managing Director, Perfetti Van Melle India: Rajesh Ramakrishnan

Agency: Ogilvy India

 Executive Creative Director, Ogilvy India: Anurag Agnihotri

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