Perfetti Van Melle India’s (PVMI) flagship brand Center fresh is the largest selling gum brand in the country. Built over more than 2 decades, the brand enjoys a very strong equity with its consumers.
In its quest for constant innovation and further providing consumers with new experiences, the brand has recently rolled out a new flavour – ‘Cool Cola’, adding a new dimension to refreshment from a great tasting chewing gum.
PVM and Ogilvy have together developed a new campaign that announces the launch of Center fresh Cool Cola flavour in an interesting manner.
The launch commercial takes inspiration from popular audio-visual cues typically associated with cola and announces Center fresh Cool Cola flavour through an interesting twist in the story.
The commercial shows a vendor selling cola in the train, in a very colloquial manner, typical of the sellers in local trains in India. When someone on the train calls out to him for a cola, the seller hands out Center fresh Cool Cola to the passenger, handling it as if it were a real cola bottle. It is here that we discover that he is not selling the soft drink but is actually selling the new Center fresh Cool Cola flavour chewing gum. The amused passenger too plays along.
“The commercial works as a brilliant announcer for Center fresh’s new Cola flavour, doing so in a manner that is engaging and entertaining” says Anurag Agnihotri, Executive Creative Director, Ogilvy.
Commenting on the new campaign, Arun Sharma, Associate Category Director, Marketing, Perfetti Van Melle India says, “We have conducted extensive consumer research to bring a new flavour for a refreshing experience, and we are confident that consumers will love this new flavour. The new copy narrates the story in a compelling manner that would surely help generate trials for the new flavour”.
The commercial will go on air on all major national and regional television channels from 8th July 2016.
Perfetti Van Melle, India:
Rohit Kapoor – Director-Marketing
Arun Sharma – Associate Category Director, Marketing
Anuja Gulati – Group Product Manager
Ogilvy & Mather Pvt. Ltd.
Anurag Agnihotri, Executive Creative Director
Shahrukh Irani, Senior Creative Director
Nasrullah Husami, Creative Director
Production house: Dungarpur Films
Shivendra Singh, Director
Akshay Mulajkar, Assistant Director