The Italian confectionery major, Perfetti Ven Melle India, has reshuffled the advertising business of three of its key brands. The advertising accounts of three confectionery brands — Mentos, Fruit-tella and Marbles have moved to O&M, Delhi.
Prior to the reshuffle, the ad accounts for the Mentos and Fruit-tella brands were being handled by RK Swamy/BBDO, while that of Marbles was with Euro RSCG. According to industry sources, Perfetti's consolidated ad budget is estimated at over Rs 40 crore.
According to sources O&M has been handling the advertising for two Perfetti brands - Center Shock and Center Fresh chewing gum. While the Center Fresh account has been with O&M for over five years, the agency has been involved with the Center Shock brand — liquid-filled gum in green apple and peach flavours — since its developmental stage.
Perfetti Van Melle attributed the reshuffling of the advertising accounts to the decision to maintain closer proximity with the company's headquarters.
According O&M sources, advertising for the new brands is likely to break towards the end of the current calendar year. The advertising for the other brands in Perfetti India's portfolio - namely Chlormint breath freshener in gum and candy format, Alpenliebe hard-boiled deposit candy, Big Babol bubble gum and Cofitos coffee-centred candy - continue to be with McCann.