The product is a combination of fondant with special cooling ingredients sandwiched between layers of gum and promises 'fresh breath that lasts long'.
Rajesh Ramakrishnan - managing director, Perfetti Van Melle India, said, "Center fresh is one of our power brands in India. We plan to own the 'fresh breath confidence' space through multiple product offerings under Center fresh, which are tailored for different consumption occasions."
It has been introduced in a multi-pack that has tear-refold packaging; the brand is targeting consumers who have an on-the-go lifestyle.
The product will be available in Peppermint and Strawberry flavours at a price of Rs five for a pack of four gums. The product will also be available in a sugar-free variant priced at Rs 25 for a pack of seven gums in modern trade stores and e-commerce sites.
Rohit Kapoor - director marketing, Perfetti Van Melle India, said, "Fresh breath is one of the fastest-growing spaces within confectionary today owing to the growing consciousness around the concept and Center fresh is synonymous with fresh breath. Center fresh three-layer gum offering, further strengthens the brand portfolio, which has offerings across formats and different fresh breath needs states."
The brand has associated with southern movie celebrity, Samantha Akkineni, as the brand ambassador, who will be seen on a 360-degree campaign on TV, digital, and cinema. Kapoor said, "Samantha endorsing the brand has been a natural choice. Her personality deeply resonates with that of the brand and we are sure that with her on-board Center fresh is going to have a strong and loyal consumer connect."
Anurag Agnihotri, executive creative director, Ogilvy India, said, "For a youngster, the new gum 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."