Center Fresh is undoubtedly one of the most loved and trusted brands in India. The power brand from Perfetti Van Melle India has been around for 25 years and is today synonymous with providing ‘fresh breath’, basically “think fresh breath, think Center Fresh”.
To address various needs around fresh breath the brand has been steadily extending its portfolio over the years. Last year they launched Center Fresh Mints which are bite sized mints that offer instant fresh breath and now their latest offering “Center Fresh 3 Layer Gum” is meant for those situations where you need the fresh breath to last long – well that makes perfect sense!
Their latest campaign introduces the Center Fresh 3 Layer Gum – the perfect product for moments where you are faced with an opportunity for a long conversation with someone special and need the fresh breath to last long. That’s what the new TVC is themed around. The storyline shows a young boy meeting a girl in the bus. He pops a 3 Layer gum for the fresh breath confidence that helps him succeed in making a good first impression and an engaging conversation through the journey! The video also manages to clearly communicate how easy it is to access it in the multi piece pack. It’s a feel good campaign, have a look at the TVC below:
A slice of life concept, executed well. Center Fresh undoubtedly stands for fresh breath, and both the new Center Fresh 3 Layer gum as well as the campaign should go a long way in strengthening that positioning further. The brand has roped in Southern superstar Samantha Akkineni as its brand ambassador. The launch is all set to be a 360-degree campaign on TV, Digital, Radio and Cinema. Looks like this one should be a hit. After all, “fresh breath that lasts long” is a need pretty much all of us can relate to!
