Center Fruit forays into chewy candy segment with Soft Chews

The launch is being supported with a 360-degree campaign put together by Ogilvy India

e4m by exchange4media Staff
Updated: Jan 28, 2020 12:11 PM
Centerfruti

Center Fruit, Perfetti Van Melle India’s flagship brand, has entered the chewy candy segment with the introduction of Center fruit Soft Chews. This marks the brand’s first foray outside gum offerings since its launch in 2006.

Commenting on the launch of the product, Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India said, “At PVMI, we are always on the lookout to innovate and look for new ways to meet consumer needs. The fruit candy segment offers significant potential for us to participate and grow especially at higher price points which is of strategic importance to us. The launch of Center Fruit Soft Chews is a step in that direction, and we are sure that consumers will like our product.”

Speaking on the brand communication, Rohit Kapoor, Director Marketing, Perfetti Van Melle India said, "We are thrilled to introduce Soft Chews under the Center fruit brand umbrella. Center fruit is our flagship gum brand and has been a growth-driver for us since its launch. It’s strongly associated with fruit flavours and mood upliftment demand space. Brand’s strength lies in its national character as it does equally well in both urban and rural markets and across regions. Considering the fruity nature of the new offering and the consumer need it services, brand Center Fruit was a natural and strong choice. We are excited about the communication we have put together for this introduction on brand’s identified demand space  and looking forward to a great response from our consumers as well.”

The launch is being supported with a 360-degree campaign that captures the essence of the brand’s ‘mood upliftment’ positioning and drives home the fruit flavours that the product offers. With the growing importance of digital medium and influencers, the marketing campaign started with the digital first approach. This is being followed with communication support on TV, Cinema and Outdoors in select cities.

Anurag Agnihotri, Executive Creative Director, Ogilvy India said: "CenterFruit's launch of its multi flavored soft chewy candy had to be about its fruity flavours and mood upliftment. Here the magic in the film is the product itself, it's ability to take monotony away from a chore like grocery shopping. And that's exactly what the film does."

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