O&M executes new campaign for Center Fruit Xplode

06 Nov,2014

By A Correspondent


Center Fruit from Perfetti Van Melle has announced the launch of a new innovation – Xplode.


Center Fruit is known for presenting a great variety of fruit flavoured gums. In fact, it’s always brought unique and out of the box products like Mingle (India’s first dual-colored and dual-flavored gum) and Color Your Tongue (a gum that colors your tongue after chewing). The new product is equally innovative where the gum is large and is shaped like a citrus fruit, with dimples on the surface, making it look real. The product is available in Lemon & Orange flavours.


Mandar Keskar, Category Head, Gums at Perfetti Van Melle says, “Center Fruit has a loyal and rapidly growing consumer franchise. Our products under the brand have all so far been marketed at the price of Re 1 per piece. This new innovation, Xplode, offers an exciting value addition of fun, taste, texture and shape – at the price of Rs 2 per piece. This is very much in line with our strategy of price segmentation through relevant innovation. The products have tested very well, and we are really excited about them.”


The campaign has been created by Ogilvy and has gone on air across leading kids channels from 31st October.


“The brief for Xplode was simple – to bring out the deliciousness and novel shape of the gum in a kids-friendly and engaging way,” shared Anurag Agnihotri, Executive Creative Director at Ogilvy. “Center Fruit advertising (Kaisi jeebh laplapayee!) has always been wacky and tremendous fun, and the new copy to promote Xplode continues this tradition. The format is new (3D animation) and presents the product in a vibrant and fun manner. The Xplode lemon and orange products have been depicted as mischievous characters who really bring the products to life.”


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