Perfetti promotes ‘Center Fresh 3 Layer Gum’

23 Aug,2019

By A Correspondent


Center Fresh 3 Layer Gum has actor Samantha Akkineni as Brand Ambassador. The launch of the gum will be supported through a 360-degree campaign on TV, digital, and cinema.


Speaking on the launch, Rajesh Ramakrishnan – Managing Director, Perfetti Van Melle India said: “Center fresh is one of our power brands in India. The brand enjoys immense love and trust with the Indian consumer. We plan to own the “fresh breath confidence” space through multiple product offerings under Center fresh, which are tailored for different consumption occasions.”


Speaking on the new launch, Rohit Kapoor – Director Marketing, Perfetti Van Melle India added: “Fresh Breath is one of the fastest growing need spaces within confectionary today owing to the growing consciousness around the concept and Center fresh is synonymous with fresh breath. With the launch of Center fresh 3-layer gum the brand wants to cater to consumers who are looking for long lasting fresh breath experience, all through the day. Center fresh 3-layer gum offering further strengthens the brand portfolio which has offerings across formats and different fresh breath need states.”


Explaining the thought behind the ad film, Anurag Agnihotri, Executive Creative Director, Ogilvy India said: “Center fresh 3 Layer Gum offers you fresh breath that lasts long. For a youngster, it means having the fresh breath confidence to carry through long conversations with someone special. We brought this out in a boy-meets-girl story in a bus in which the conversation continues till the end of the journey. It may be the beginning of a romance or it may not lead anywhere, but it leaves you with a good feeling. That’s what we have tried to capture.”

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