On Wednesday, #ChewtheCola was trending on Twitter on the back of Center Fresh’s latest campaign, which the brand has recently launched for their new Cola flavour. Conceptualised by Ogilvy & Mather, the campaign uses humour, which is central to the brand’s communication. The new ad also uses a similar tonality to introduce their new flavour. Commenting on the new ad, Anurag Agnihotri, Executive Creative Director, Ogilvy said, “The commercial works as a brilliant announcer for Center fresh’s new Cola flavour, doing so in a manner that is engaging and entertaining”.
Click here to view the ad:
A week ago, Pass Pass Chingles also added ‘Cola’ flavour to its repertoire. The tagline ‘Chew a Cola’ was used by the brand to promote their new flavour.
The Hashtag#ChewtheCola received 117 tweets per hour, 41 retweets per hour and more than 1.2 million hashtag exposure per hour. The brand was engaging with the audience by tagging them and starting a conversation.
Previous brand campaigns:
The October ‘94 born chewing gum of Perfetti has always stuck to humour in all its communication. Last year, the brand released their campaign titled ‘Chali Hawaa Mastaani’ which even made a lot of conversation on the internet because of the quirky manner in which it was executed. ‘First Night’ campaign was also launched in 2015 to highlight that fun which one gets from the candy is endless.
The brand had stuck to the tagline ‘Zubaan Pe Rakkhe Lagaam’ for the longest amount of time from 2007 till 2014. In 2014, the brand had got actor Dhanush for one of its campaign to do a ‘Retro song’. For Center Fresh, humour has always worked and it is one of the reasons for the success of the chewing gum brand in India.