Center fresh expands brand portfolio with ‘Center fresh Mints Clean Breath’

Center fresh expands brand portfolio with ‘Center fresh Mints Clean Breath’

Kolkata: Confectionery major Perfetti Van Melle India’s Center fresh has expanded its portfolio with the launch of Center fresh Mints ‘Clean Breath’ which marked its foray into the ‘Intense Mints’ segment.

Priced at Re. 1, ‘Center fresh Mints Clean Breath’ is country’s first ‘Sugar-free Mint’ available at this price. ‘Clean Breath’ targets professionals who require intense fresh breath confidence to take on high-stake situations at the workplace.

The 3-layer product is made using compressed mint technology with zinc lactate trapped in the central layer. Available in Menthol Eucalyptus flavor, the product is clinically proven to offer intense cooling and freshness that lasts for 60 minutes.

Rohit Kapoor, Director Marketing, Perfetti Van Melle India, said, “Clean Breath proposition offers fresh breath confidence for a prolonged duration to our consumers. We are also hopeful that Clean Breath will add incremental business to the brand. This launch in essence brings together the best of our global expertise and innovation with our local insights and experience.”

Anurag Agnihotri, Managing Partner – Creative (West), Ogilvy, said, “The big news for us was that Center fresh Mints Clean Breath delivers 60 minutes of fresh breath. The film brings this out in an engaging way by pitching Clean Breath proposition directly against ‘good luck charms’ that people look for in high-stakes situation.”

The launch is supported with campaign on TV, extensively on Digital medium and with point of sale materials for retail trade.

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