Center fruit enters the shaped gums category with the launch of Tennis ball-shaped gum

Launch aimed at recruiting new customers and providing innovation at Rs 2 price point
Center fruit enters the shaped gums category with the launch of Tennis ball-shaped gum

Center Fruit Tennis ball-shaped gum launch to be supported by 360-degree communication plan

Photo - Center Fruit

Center fruit, the largest gum brand from the house of Perfetti Van Melle India (PVMI) has announced the launch of the all-new Center fruit Tennis ball-shaped gum. A first-of-its-kind in the country, the new gum will come in a playful tennis ball shape – a concept that is hugely popular internationally and also appeals to the teens. The product launch marks yet another endorsement to Perfetti Van Melle India which has been leading the innovation bandwagon in the confectionery category in the country.

Catering to its core target audience between the age group of 11 to 19 year-old (a segment that is active in sports – both online & offline), this will be the brand’s first venture into the Shaped Gums category. The latest product will come in the form of a tennis ball with a crunchy coating and soft pineapple flavored liquid filling, giving customers a burst of juicy experience. The products will be available for the consumer in 3 packs:

The mono pack at Rs 2,

The flow pack at Rs10, and

A Modern Trade Exclusive Pack at Rs 50.

Speaking about the product launch, Rajesh Ramakrishnan, managing director, Perfetti Van Melle India said, “Innovation has been the driving force behind Perfetti Van Melle’s dominant position in the confectionery category. We are excited to venture into the shaped gums category where our value proposition is such that we aim to build a space for it at the magic price-point of Rs 2.”

The product roll-out of Center fruit Tennis ball-shaped gums is being supported by an announcer communication which will form the pillar of the 360-degree campaign. The announcer TVC hitches on to the brand’s existing positioning of ‘Mood Ting Tong’ or ‘Mood Transformation’. The campaign will further be supported on digital mediums through influencer engagements.

When you look at the product you see how glorious and how close to a real tennis ball it looks. It is this playability and the visual appeal, well complemented by the mood uplifting burst of pineapple flavour that is showcased in the thematic. Catering to the sensibilities of its core TG of around 11to19, an age where teenagers are bored easily and are constantly looking for entertainment, the brand film opens in a setting of a boring afternoon where two young boys are lounging on their terrace. You see how they bring out their Center fruit Tennis Ball Shape Gum in an attempt to kill the boredom. Post consumption, the mood and the vibe of the place completely transforms. The boring afternoon becomes an adrenaline-filled event where the boys are seen playing a Tennis match but with a tongue in cheek twist (quite literally!).

Speaking on the communication campaign, Rohit Kapoor, director, marketing, Perfetti Van Melle India said, “Perfetti holds nearly 70% market share in the gum category. We are delighted to extend the portfolio of our loved brand Center fruit with the launch of our all-new Tennis Ball-shaped gum. Center fruit as a brand has been a growth driver and we hope to optimize and add to this momentum with this new product introduction. The communication positions this product as an enabler of mood upliftment while catering to the brand’s core audience.”

"Being a teenager today is not easy - it's a full-time job. Boredom can strike at any given time, and it's essential to have a pick-me-up. With the new Center Fruit tennis ball-shaped gum, we have showcased a quirky and spontaneous way of playing tennis, the 'ting tong' way, and defeating boredom” said, Nasar Husami, Group creative director - Ogilvy.

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