Center Fruit goes from single to Mingle!
Perfetti Van Melle India (PVMI), the market leader in confectionery, has launched India’s first dual-coloured, dual-flavored liquid-filled gum – Center Fruit Mingle. An innovative product, Center Fruit Mingle comes with dual flavor of pineapple and green apple in one gum. The launch will be supported with an extensive television campaign created by Ogilvy & Mather.
Commenting on the launch Mandar Keskar, Category Head, Perfetti Van Melle India Pvt. Ltd. says, “We at Perfetti have always emphasized on getting more and more innovations in the market, to surprise and delight our consumers. Our latest offering provides not only a taste, but also a visual differentiation, never seen before.”
The insight for this TVC came from the fact that two flavors are together ‘miley hue’ in one gum. The TVC shows a serious cricket match in progress. The batsman hits the ball into the air and to his surprise,the non-striker dives and catches it. The batsman turns desperately to the umpire to seek resolution and is aghast to see the umpire himself celebrating with the non-striker. The commentator exclaims ‘Yedonomiley hue hain’ (these two are in it together)’… just like pineapple and green-apple are together in Center Fruit Mingle– The Mila-Jula Gum’.
Mr. Anurag Agnihotri, Group Creative Director, Ogilvy & Mather said, “We wanted to create an advertisement that breaks all the common norms adopted for two-in-one commercials. This ad is both funny and crazy, a combination that has always worked wonderfully for us.”
Launched in 2006, Center Fruit is the country’s first fruit-flavored, liquid-filled gum and comes in a variety of flavors including Tutti Fruty, Strawberry, Watermelon and Sweet Mango. Positioned as a lip-smacking, rib-tickling chewing gum, Center Fruit has a number of memorable campaigns with wagging tongues like the ATM Commercial (teller dispensing money from his mouth), Jugalbandi (a musical face-off) and the recent Guide TVC with tagline ‘Kaisi Jeebh Laplapayee’.