Perfetti Van Melle India Pvt Ltd has chosen Leo Burnett as the third agency to handle creatives for the company’s three new products that will be launched later this year. O&M and McCann Erickson are other two agencies working for Perfetti, which has an ad-spend of a cool Rs 50 crore. The media duty will continue to rest with Madison.
Confirming the development to exchange4media, Stefano Pelle, Managing Director, Perfetti India, said, “We are on an expansion spree. Our existing agencies are O&M and McCann Erickson. We signed on Leo Burnett three days ago as our third creative partner.”
Presently, McCann Erickson handles Alpenliebe and Big Babool – the two fastest growing brands from the Perfetti stable. O&M handles the creatives for Alpenliebe Lollipop and Centre Shock, Perfetti’s first brand in the Indian market.
Meanwhile, at a press conference in New Delhi, the leading manufacturer and marketer of confectionary products announced the launch of Happydent Protex, a specially formulated Sugar-Free Chewing Gum that helps prevent tooth decay. This gum has a fresh mint flavour and contains Xylitol as the main active ingredient. Pelle and Dr Ashok Dhoble, a renowned Orthodontist and Honorary Secretary general of the Indian Dental Association (IDA), unveiled the product.
“Sugar-free gums have grown in popularity since their launch in the ’70s and today, account for major share of the chewing gums market in the West”, Pelle said, “Perfetti Van Melle is the undisputed market leader in Italy. The company has extended its wide offering of functional sugar-free gums in many European markets and is now sharing this expertise in India. In this country, we want to drive the growth of this new category as we have done in any other confectionary segment”.
However, Happydent Protex – the first functional brand from the stable of Perfetti has Xylitol, which differs from other sweeteners like sorbitol, fructose and glucose in the fact that its molecule has five carbon atoms instead of six. Most bacteria in the mouth fail to make use of such sugars, which is the key reason why Xylitol helps keeping caries at bay and maintains healthy teeth.
Happydent Protex has been test marketed in Delhi and is being rolled out in the rest of the country in two formats – Mono pack priced at Re 1 and a 6-dragee (piece) blister at Rs 5. Speaking on the launch, Sameer Suneja, Head– Marketing, Perfetti India, said, “We have always endeavoured to provide the best products to our consumers at the best prices and the new offering is no exception. The blister pack is also a packaging innovation and it is the first pack of its kind in the industry”. He also shared that the market will be supported extensively in media with television being the main medium. The new TVC on Happydent Protex, made by O&M, exhibits various occasions where we have food without having ready access to toothpaste and toothbrush. It communicates the fact that for all such occasions, there is Happydent Protex.
Perfetti has a marketshare of more than 25 percent in the Indian sugar confectionary market. With a basket of 13 brands, the company strives to leverage its international product expertise while adapting flavours and blends to local tastes. Alpenliebe is the largest brand in the portfolio followed by Big Babool and then comes Centre Fresh and Chlormint. The company has launched eight new products in 2004 including Chatar Patar, Air Action Centre Fresh and Choco-tella.