Center Fresh takes new communication stance in latest campaign

04 Nov,2015

By A Correspondent


Center Fresh, the liquid-filled chewing gum from Perfetti Van Melle (PVM) enjoys enormous equity with its much loved and rib-tickling advertising campaigns. Its quest for delivering the best mint gum experience has led to the launch of an even fresher Center Fresh – the same great taste, now with a higher level of cooling.


To highlight this innovation and further strengthen ‘freshness’ credentials for the brand, PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner. The new campaign with a tag line ‘Chali hawa mastani’ communicates the product benefit of ‘freshness and coolness’.


The story is set up at a shooting scene for a film, where a crowd has gathered to watch the shooting. A young guy is there to see his favourite actress. At the shoot the actress throws a tantrum as it’s too hot, and the film crew get searching for a fan. Our protagonist uses the situation to his benefit to get close to the actress by presenting himself as a ‘fan’– thanks to his cool fresh breath post chewing Center fresh he poses as a pedestal fan, blows fresh cool air and mesmerizes the actress and wins her attention.


“It’s a big leap. Devising a new brand strategy for Center Fresh means an opportunity to do something completely different. The task was to create eye-grabbing communication that talks of the core product benefit of fresh breath. The new commercial does this very well,” says Anurag Agnihotri, ECD, Ogilvy & Mather, Mumbai.


Commenting on the new campaign, Arun Sharma, Controller Marketing, Perfetti Van Melle India says “Center Fresh is the market leader in the Gums category in India. Over the last 2 decades we have built this brand on the back of product innovations and iconic advertising campaigns. With a strong equity and loyal consumer base, the brand is well entrenched in the Indian consumer’s mind. Since the brand is intrinsically synonymous with freshness, our task was clear – establish ‘freshness’ credentials for the brand in a more concrete manner & go beyond ‘taste’ as the core positioning platform. Aligned with this objective is the brand’s new positioning with ‘freshness’ at the core and consequently the new communication campaign.”


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