Perfetti Van Melle India has announced the launch of Center Shock in the Indian market; a sour flavoured gum in line with the growing sour flavours trend worldwide.
Center Shock was initially launched in 2002, and created excitement in the gums category with a sour flour and ‘shocking’ consumption experience. The brand created its own set of followers with a differentiated taste profile and entertaining advertising. It 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 with a campaign on digital media to build awareness.
Commenting on the launch, Rohit Kapoor, Director – Marketing, Perfetti Van Melle India says, “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 get to launch Center Shock. 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.”