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Perfetti Van Melle India unveils 3-layer sugar-free Center Fresh Mints
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Saturday, 10 November, 2018, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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 Perfetti Van Melle India has launched Center Fresh Mints, expanding the much-loved Center Fresh brand into the mint candy segment. It will provide the benefit of instant fresh breath with unique three-layer sugar free mints available in a stylish pocket-friendly pack. Center Fresh Mints will be available in two flavours (peppermint and strawberry mint) at a price point of Rs 10.
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 brings 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, 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 its 25-year milestone. It is the first extension of the brand in the non-gum segment. Globally, we have seen powermints as a category gaining a lot of traction and we would like to develop the category further in India with the launch of Centerfresh Mints.”
The launch is supported with campaign on television, extensively on the digital medium and visibility tools for retail and modern trade.
The Centerfresh Mint launch campaign 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.”
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