Friday, June 22, 2018


Perfetti Van Melle relaunches Center Shock in India in sour flavour
Monday, 20 March, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Perfetti Van Melle India relaunched Center Shock in the Indian market. Keeping in mind the increasing demand for sour flavours across the globe, the gum is available in a sour flavour.

Initially launched in 2002, the brand created excitement in the gum category with its flavour and shocking experience.

It had its own set of followers with its differentiated taste profile and entertaining advertising, but was later phased out in line with business plans.

Center Shock will be available at Rs 2 per gum in an attractive jar for high in-shop visibility and will be supported by a campaign on digital media to build awareness.

Rohit Kapoor, director, marketing, Perfetti Van Melle India, said, “We have continuously been asked by consumers to bring Center Shock back on our Facebook and other social media handles.”

“Given the amount of interest we see from consumer memory, and the fact that consumers are more accepting of sour flavours now, we have worked to relaunch Center Shock,” he added.

“It’s a joy to bring back a brand basis consumer demand. We will be supporting the launch on social media exclusively, with the same loved communication (designed by Ogilvy) as before. It will be available as a limited edition,” Kapoor stated.
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