Center Fresh strengthens brand portfolio with ‘Fruity Mints’

Center Fresh Mints is collaborating with Paytm to offer an assured instant cash back and induce trials for the new flavour

e4m by exchange4media Staff
Updated: Feb 11, 2020 4:04 PM
Center Fresh

Center Fresh has introduced a new flavour - Center Fresh ‘Fruity Mints’ a novel combination of Fruit and Mint flavours. This extension is aimed at increasing penetration by bringing in new consumers into the consumption fold.

The ‘Fruity Mint’ offering would be an additional option for the consumer apart from the existing Peppermint flavour available on the brand.

In addition, Center Fresh Mints is also collaborating with digital cash wallet Paytm integrating an assured instant cash back offer to induce trials for the new flavour. This instant cash back offer will also be available on the existing Peppermint flavour of Center Fresh Mints.

Rohit Kapoor – Director (Marketing), Perfetti Van Melle India said: “Mints as a category has been gaining traction in India owing to the growing consciousness of having a fresh breath on key occasions. This category is of strategic business importance for us and the launch of Center Fresh Fruity mints is expected to add incremental business to the brand. The consumption format of the product will continue to answer the need for instant fresh breath. I am also excited to share that the launch is being supported with a 360-degree support campaign on TV, digital along with consumer sampling announcing the Fruity Mint flavour and showcasing the association with PayTM staying true to the existing Center Fresh brand codes.”

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