Center Fruit gets ready to Paint the town Blue!
Leader in confectionery industry, Perfetti Van Melle India (PVMI), recognized for its product innovation, has launched a new interesting product ‘Colour Your Tongue’ under its flagship chewing gum brand Center Fruit. The product’s unique proposition is that it turns the tongue blue when chewed, aptly portrayed in the new television commercial. The campaign has been created by Ogilvy & Mather is currently on air across Kids channels and select GECs. The product comes in a mono pack and is priced at Re 1.
Commenting on the launch, Mandar Keskar, Category Head - Gums, Perfetti Van Melle India said, “We, at Perfetti, believe in doing something distinctive with every new launch. Center Fruit ‘Colour Your Tongue’ is meant for all those with a taste for some fun! It is not only a completely new flavour offering but also provides an exciting experience of turning the tongue blue when chewed. A sure shot delight, especially for our younger consumers.”
The commercial revolves around a kid in an examination hall, who realizes that he has run out of pen ink in the middle of the exam. His friends and the class teacher do not prove to be of much help. In a moment of inspiration, he pops in a Center Fruit - Colour Your Tongue and his tongue turns blue. He then proceeds to write the exam with his blue tongue and laplapaos his way out of a sticky situation. The commercial not only brings out the fun of colouring your tongue blue but also shows how a kid is able to think on his feet.
“Colour Your Tongue is a very interesting product. We wanted to demonstrate the fact that it turns your tongue blue in an equally interesting way” says Anurag Agnithotri, Group Creative Director at Ogilvy & Mather, Mumbai.
Launched in 2006, Center Fruit is country’s first fruit-flavored, liquid-filled gum and comes in a variety of flavors including Tutti Fruty, Strawberry, Watermelon, Sweet Mango and Mingle which is India’s first dual colored, dual flavoured liquid filled gum. Over the years, Center Fruit has kept tongues wiggling in laughter with its ‘Kaisi Jeebh Laplapayee’ campaigns, in line with the positioning of “the lip-smacking, rib-tickling gum”. In the latest commercial for Colour Your Tongue, product positioning has been incorporated in a smart and witty manner and has added a new colour to it.
Agency: Ogilvy & Mather Pvt. Ltd.
Abhijit Avasthi, National Creative Director
Anurag Agnihotri, Group Creative Director
Ashish Naik, Senior Creative Director
Nasrullah Husami, Creative Controller
Kapil Arora, President – Branch Head, Ogilvy North
Antara Suri, Vice President - Client Services
Parul Madaan, Account Director
Vaibhav Bharadwaj, Senior Account Executive
Mithila Manhas, Account Supervisor