Perfetti Van Melle’s chewing gum brand Center Fruit has recently launched a new tennis ball shape gum in pineapple flavour and is going mainstream with promotion through In-Content Advertising (ICA) on TV.
This comes after the quirky ‘Mood Ting Tong’ media and digital campaign release last week.
To bring forth their innovation in product and packaging among consumers, Center Fruit has partnered with Whisper Media for executing an ICA campaign on TV.
ICA digitally embeds the advertising communication of brands into the content at the post-production phase and is deemed to be a cost-effective and operationally efficient process in branded content integration.
The campaign showcases Center Fruit’s new product innovation through carefully curated placements of ICA’s within the content, powered by Whisper Media’s tech-enabled offering. The target for this campaign is the Hindi-Speaking Markets for which the brand chose a leading Hindi GEC channel.
Rohit Kapoor, Director Marketing (India), Perfetti Van Melle, said, “The new Center Fruit tennis ball shape gum is an innovative product launch. We have started its roll out and the product continues to get amazing initial response in the market. To take it mainstream, we are glad to partner with Whisper Media to create an ICA campaign. It seamlessly integrates the brand, leading to a rich consumer experience while advertising. It leads to higher visibility and recall as it is placed during a consumer’s voluntary viewing of shows.”
Guneet Anand, Global Revenue Head, Whisper Media, said, “Center Fruit has been one of the most preferred chewing gum brands among the youth in India. We have carefully crafted our In-Content Advertising campaign to align and place the brand keeping the youthful identity intact. We are confident the brand message delivery will be seamless through this unique ICA campaign.”