Top Story

e4m_logo.png

Home >> Advertising >> Article

Center fresh rolls out new campaign for new 'Cool Cola' flavour

09-July-2016
Font Size   16
Center fresh rolls out new campaign for new 'Cool Cola' flavour

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:

Tags Perfetti Van Melle India Center fresh Cool Cola Anurag Agnihotri Arun Sharma

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The aim is to advance the company’s goal of simplifying its business and drive deeper service connectivity to its clients