Perfetti Van Melle India’s (PVMI) flagship brand Center fresh has recently rolled out a new flavour – ‘Cool Cola’, adding a new dimension to refreshment from a great tasting chewing gum.
PVM and Ogilvy have together developed a new campaign that announces the launch of Center fresh Cool Cola flavour in an interesting manner.
The launch commercial takes inspiration from popular audio-visual cues typically associated with cola and announces Center fresh Cool Cola flavour through an interesting twist in the story.
The commercial shows a vendor selling cola in the train, in a very colloquial manner, typical of the sellers in local trains in India. When someone on the train calls out to him for a cola, the seller hands out Center fresh Cool Cola to the passenger, handling it as if it were a real cola bottle. It is here that we discover that he is not selling the soft drink but is actually selling the new Center fresh Cool Cola flavour chewing gum. The amused passenger too plays along.
“The commercial works as a brilliant announcer for Center fresh’s new Cola flavour, doing so in a manner that is engaging and entertaining” said Anurag Agnihotri, Executive Creative Director, Ogilvy.
Commenting on the new campaign, Arun Sharma, Associate Category Director, Marketing, Perfetti Van Melle India said, “We have conducted extensive consumer research to bring a new flavour for a refreshing experience, and we are confident that consumers will love this new flavour. The new copy narrates the story in a compelling manner that would surely help generate trials for the new flavour”.
You can watch the ad here: