Center Fresh has announced an introduction of a new flavour — Center Fresh ‘Fruity Mints’, a novel combination of fruit and mint flavours. This extension is aimed at increasing penetration by bringing in new consumers into the consumption fold.
The ‘Fruity Mint’ offering would be an additional option for the consumer apart from the existing Peppermint flavour available on the brand.
In addition, Center Fresh Mints is also collaborating with digital cash wallet Paytm, integrating an assured instant cashback offer to induce trials for the new flavour. This instant cashback offer will also be available on the existing Peppermint flavour of Center Fresh Mints.
Commenting on the Fruity Mints launch, Rohit Kapoor, Director (Marketing), Perfetti Van Melle India, said, “Mints as a category has been gaining traction in India owing to the growing consciousness of having fresh breath during key occasions to impress. This category is of strategic business importance for us and the launch of Center Fresh Fruity mints is expected to add incremental business to the brand. The consumption format of the product will continue to answer the need for instant fresh breath. I am also excited to share that the launch is being supported with a 360-degree support campaign on TV, digital along with consumer sampling announcing the Fruity Mint flavour and showcasing the association with PayTM staying true to the existing Center Fresh brand codes”
The announcer communication for this instant cashback offer with PayTm builds on the insight that consciousness for fresh breath is heightened when you accidentally bump into someone interesting. The role of Center Fresh mints with benefit of instant fresh breath is clearly established in such occasions apart from effectively bringing out the 100% cashback offer with the digital wallet.