Developing the powermint category further in India: Rohit Kapoor, Perfetti Van Melle India

With the launch of Center Fresh Mints, Director-Marketing, Perfetti Van Melle India says globally powermints as a category is gaining a lot of traction

e4m by Simran Sabherwal
Updated: Nov 23, 2018 8:14 AM
Rohit Kapoor

Perfetti Van Melle India has launched Center Fresh Mints, an offering that expands the much-loved Center Fresh brand into the mint candy segment. Center Fresh Mints will be available in Peppermint flavour and Strawberry Mint at a price point of Rs 10. Rohit Kapoor, Director-Marketing, Perfetti Van Melle India tells us more about the latest product from Perfetti Van Melle India’s stable.

What is the thought process behind Perfetti Van Melle India expanding into the mint candy segment with the launch of Center Fresh Mints? 
Center Fresh Gum today is synonymous with providing the fresh breath experience that makes an individual feel confident to initiate a conversation. Youngsters today want the benefit to be delivered through various formats. We have seen globally as well where powermints as a category is gaining a lot of traction and we would like to develop the category further in India with the launch of Center Fresh Mints

The mint segment is, one might say, cluttered. How do you differentiate from your competition? 
We believe that we have a strong proposition to win in market. It’s a unique three layered sugar free mint offering that delivers well on consumer benefit of instant fresh breath. Overall the product performed far better than competition in the consumer research we conducted. It is launched in a cool handy pocket dispenser under one of India most trusted brands in confectionery – Center Fresh and we have a very relevant and powerful TV communication on the key benefit of fresh breath confidence. 

What is the TG that you are looking at? 
The core TG of Center Fresh are late teens and young adults.

What is the insight behind your marketing campaign? 
There are moments in a day when you are faced with an opportunity to impress the opposite gender and these are the moments when you need instant fresh breath confidence that too discretely. Center Fresh Mints delivers up to this promise.

What is the media mix you are looking at? 
The launch is going to be supported with a 360 degree media approach which includes TV, Digital, Radio and on ground support.

What is advertising spends you are looking at? 
We shall provide consistent and strong support to establish this proposition.

Looking ahead, what can we expect from Perfetti…more product launches in the offing?
There are several exciting innovation and new products we are working on to delight the consumer. The new launches shall start from Jan 2019 onwards.


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